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Creative & Ads

Creative Intelligence

What’s actually working in Meta & Google ad creative, filter by industry, country, or both to see the newest ads and concepts, the hooks gaining share month over month, the offers brands are running, and how format mix is shifting.

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What’s working vs. what’s not

A directional read from public ad-library signals, month-over-month share and how many ads are long-running (60d+, “proven”). Not conversion or spend data. Trends count each ad in every month it was running. Coverage comes from our cached ad corpus, so months before mid-2026 hold only ads that were still running when we started caching.

AI overview

Unclassified is the most-run hook this month at 51% of ads. Unclassified is gaining fastest (+0.1pp vs last month), Curiosity gap is cooling (-0.1pp).

Ads active per month, stacked by hooks · last 3 months

Curiosity gapAuthorityRelatabilityUrgency / FOMODirect questionShocking statementBold claimNewnessOther

Gaining traction

Unclassified▲ 0.1pp92% proven· 4679
Relatability▲ 0.1pp80% proven· 503
Urgency / FOMO▲ 0.1pp76% proven· 419
Bold claim▲ 0.1pp12% proven· 129
Shocking statement▲ 0.1pp67% proven· 124
Storytelling▲ 0.1pp0% proven· 5

Losing steam

Curiosity gap▼ 0.1pp84% proven· 2260
Newness▼ 0.1pp11% proven· 79
Price anchor▼ 0.1pp7% proven· 57
Visual reveal▼ 0.1pp2% proven· 46

Main offers being run

Offer types across matching ads, and what share of ads carry any offer at all

26.1%of ads carry an offer

Discount14.5%Free shipping5.5%Bundle2.5%Free gift2.2%Free trial1.3%Guarantee0.0%Gateway product0.0%

Main formats

Static vs. video vs. carousel · 5 industries · United Kingdom & United States · 200 brands, with the last 3 months

Current mix

static 74.1%video 20.3%carousel 5.6%

Aug

Sep

Oct

StaticVideoCarousel

Live data · 10 cohorts · 200 brands

16,030ads analyzed

200brands

5industries

2countries

Newest ads running

Most recently first-seen ads · 5 industries · United Kingdom & United States · 200 brands

glossier.com: Bold claim

glossier.com: Bold claim

Bold claim · Selfie talking head

hollandscountryclothing.co.uk: Unclassified

hollandscountryclothing.co.uk: Unclassified

Unclassified · Static image

dirteaworld.com: Price anchor

dirteaworld.com: Price anchor

Price anchor · Selfie talking head

dirteaworld.com: Bold claim

dirteaworld.com: Bold claim

Bold claim · Selfie talking head

dirteaworld.com: Bold claim

dirteaworld.com: Bold claim

Bold claim · Customer Testimonial Reel

dirteaworld.com: Direct question

dirteaworld.com: Direct question

Direct question · Selfie talking head

dirteaworld.com: Direct question

dirteaworld.com: Direct question

Direct question · Product Demo Close Up

dirteaworld.com: Authority

dirteaworld.com: Authority

Authority · Product Demo Close Up

Newest concepts running

Creative concepts that started appearing most recently · 5 industries · United Kingdom & United States · 200 brands

Selfie talking-head

25 adsNew 1d ago

96 adsNew 2d ago

Customer Testimonial Reel

77 adsNew 1d ago

Product Demo Close-Up

491 adsNew 1d ago

98 adsNew 1d ago

15 adsNew 2d ago

Offer-first banner

103 adsNew 8d ago

13 adsNew 8d ago