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Field study Nº02 / Static creative

The DTC static ad system.

I pulled every active ad from 106 DTC and consumer brands, 67,852 in total, and sorted them by format. More than half are statics, and most teams still treat statics as an afterthought.

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Free. PDF, 37 pages.
67,852
Active ads classified
106
Brands
55.6%
Of active ads are static
64.8%
Among DTC brands
Source: Field study Nº02, every active ad from 106 DTC, e-commerce and consumer brands.
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What's inside
  • 01The twelve static formatsWhat each is, when it works and where it belongs in the funnel, from Product Hero to Listicle.
  • 02The number that should move your budgetMost teams make statics when the video budget runs out. They're more than half of what's running.
  • 03Why variety beats volumeMeta penalizes ads that look alike. Five ways to turn one product into 50+ different ads, and a five-minute audit to find where your account has gone stale.
  • 04Five teardownsWhat Dr. Squatch, Ridge Wallet, Glossier, Obvi and Huel run, why it works for them, and what you can copy.
  • 05The funnel-to-format matrixWhich format to point at cold traffic, and which at people who already know you.
  • 06The production systemA weekly sprint that ships 12 to 15 statics, a naming convention that holds up in reporting, and a decision tree for when to kill, iterate or scale.
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Read weekly by operators at

Google, Procter & Gamble, Target, ByteDance, Ritual, Dr. Squatch, Lovevery, Koala, HiSmile, Tinuiti.

Newsletter subscribers, by employer. Their companies haven't endorsed this.

Your posts consistently show a systems-level understanding of Meta rather than surface-level dashboard thinking, and that's pretty rare.
Kartike S., on LinkedIn
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