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New Meta data: high-click video ads deliver the worst ad returns

Billo’s analysis of 88,329 Meta video ads found the highest-click categories, health/beauty and arts/entertainment, posted ROAS of just 1.82 and 2.04, while low-click baby/toddler ads hit 4.99 against a 2.17 average.

Why it matters. Buyers who optimize video campaigns for click-through rate risk rewarding creative that attracts lookers rather than the ROAS that actually pays back media spend.

Signal from mediapost.com · Wayne Friedman · read the original.

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