A new online meal delivery client is reviewing its Pinterest campaign's audience engagement. The client is midway through a new campaign featuring a 50/50 split of standard static ads and short-form videos of 15 seconds. The KPIs are new subscriptions, recipe saves, and video completion rate (VCR). How should a media planner advise the client on how to optimize the second half of its campaign?
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Correct answer: Analyze which ad format drove the highest new subscriptions and recipe saves to optimize rotation so the campaign can prioritize the better-performing ad format..
Why this is the answer
When a campaign is mid-flight with a split creative strategy (e.g., 50% static, 50% video), the primary goal of mid-campaign optimization is to reallocate budget and "share of voice" toward the creative assets that are most effectively meeting the primary business goals.
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