We are sharing insights from the “Creative Elements That Matter” study Meta ran with Toluna. The study's purpose was to help identify and build the best creatives for short-form video. 

Martin Ash (Media & Digital Measurement Specialist, Toluna), Bex Launstein-Dean (Associate Research Director, Toluna), Sonja Wedekin (Marketing Science Partner, Meta) and Dan Moller (Creative Strategist, Meta) share insights on creative elements that are likely to drive high performance and brand impact. We also discuss Toluna’s measurement approach in detail to provide inspiration on how to evaluate creatives at scale.