Notes from the production line.
What we learn running creative against live spend, written up for the people who have to make the next call. No listicles, no recycled agency takes.
About
What The Ad Runway is, and who it is not for
A plain explanation of what we do, what a sprint contains, what it costs, and the kinds of accounts we are the wrong choice for.
Channels
ChatGPT ads: what DTC brands scaling Meta should do with them
How the ads work, what they cost, how targeting differs from Meta, and how to test the channel without starving what already works.
Creative strategy
Ad fatigue: how to spot it before your CPA moves
Hook rate slides days before cost does. Here is the exact sequence of metrics that tells you an ad is dying while it still looks profitable.
Production
Social media video production, day by day for ten days
Day by day: the audit, the scripts, the briefing, the edit and the drop. Including the two days most studios waste.
Hooks
Facebook video ads: nine openers that beat a control
Claymation, skeleton and talking-object openers, every one built for cold traffic. The structure matters more than the line.
Creative strategy
Creative ads: what they are, the formats that work, and how to test them
What makes an ad creative, the formats that stop the scroll, real examples with results, and how to test them so the winner tells you something.
Formats
AI UGC ads, and where they beat a real creator
Built characters hold up for some jobs and fall apart in others. Which is which, and what it means for a direct response script.
Find out what is fatiguing before your CPA does.
The Creative Fatigue Audit is thirty minutes on your account. Which ads are decaying, why the control is vulnerable, and the hypotheses we would test next. You keep the findings either way.
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