Ad creative going stale
A brand’s ads in the public ad libraries show the same creative running for 30 days or more, few videos, or a fast jump in the number of ads.
Ad libraries show how a brand’s creative is managed. The same image running for months, or a library with almost no video, points to a team that needs more creative than it can make.
- Strength
- Good
- Act within
- While the pattern holds
- Best for
- Companies selling creative, video, or ad tech
How we detect it
Runs on Meta Ad Library, LinkedIn Ad Library, Apify, and Clay.
- Pull each brand’s live ads from the Meta and LinkedIn ad libraries on a schedule.
- Flag creative running 30 days or more, libraries with 5 or more ads and under 20% video, and counts doubling month over month.
What it triggers
An opening line, to show the angle. It never goes out as written.
Your top Meta ad has been running since August. I mocked up two video versions of it, want me to send them over?
- Email: Offer something useful, such as a sample ad built from their own creative.
- Ad audience: Show creative examples from their category.
Where it goes wrong
- Asking for a meeting. Send the sample.
Stack it with
A second signal on the same account moves it up.
Running a lot of ads
A brand’s count of active ads in the public ad libraries, and how fast that count is growing.
Rebrand or new website
An account changes its name, positioning, or website.
More company moments signals
Every company moments signalFunding round
A target account announces a new round of funding.
New office or market expansion
An account opens a new office, enters a new country, or announces a new region.
Product launch
An account launches a new product, a new tier, or a major feature.
FAQs about this signal
A brand’s ads in the public ad libraries show the same creative running for 30 days or more, few videos, or a fast jump in the number of ads. Ad libraries show how a brand’s creative is managed. The same image running for months, or a library with almost no video, points to a team that needs more creative than it can make.
Pull each brand’s live ads from the Meta and LinkedIn ad libraries on a schedule. Flag creative running 30 days or more, libraries with 5 or more ads and under 20% video, and counts doubling month over month. Understory Agency runs it on Meta Ad Library, LinkedIn Ad Library, Apify, and Clay.
The window to act is while the pattern holds. Understory Agency routes it to email and ad audience. Offer something useful, such as a sample ad built from their own creative. Show creative examples from their category.
It works best for companies selling creative, video, or ad tech. It is strongest alongside “Running a lot of ads” and “Rebrand or new website”.
Or let us run it for you
Understory Agency's GTM engineers build the detection in Clay, wire it to the play that fits, and sync every touch to your CRM. Tell us who you sell to, and we'll show you where we would start.