A media planner is A/B testing two creative styles for a Pinterest campaign driving sign-ups for a free trial. Ad A is a video ad showcasing product features with a call to action (CTA). Ad B is a static image with a strong upfront CTA. The A/B test results show: Ad A: More video completion but lower CTR. Ad B: Higher CTR and lower CPA. What should the media planner recommend?

The media planner should recommend using Ad B. The primary goal of the campaign is to drive sign-ups for a free trial, and Ad B achieved a higher Click-Through Rate (CTR) and a lower Cost Per Acquisition (CPA). A lower CPA directly indicates more efficient spending to achieve the desired action (sign-ups). While Ad A had more video completions, this metric is less relevant to the campaign's core objective of driving sign-ups if it doesn't translate to efficient conversions. Extending the test might not be necessary if one ad is clearly outperforming the other on key performance indicators (KPIs). Running both ads equally would be inefficient given Ad B's superior performance in achieving the campaign goal.