Post by Thumbstop

New data from $1.3B in ad spend How your spend scales 📈 Our content team at Motion (Creative Analytics) analyzed more than 550,000 ads across over 6,000 advertisers and roughly $1.3 billion in realized spend all to create a new 2026 Creative Benchmarks report for you. When we cut the data by asset type, this is what we saw. At micro spend, your mid range ads carry more budget than your winners. By enterprise, winners absorb 63.7% of everything. P.S. Grab the full report for free here: https://lnkd.in/eS5Y6w3Z Here's how we've defined winners, spend tiers, and how we're articulated "hit rate" here btw: Winner A creative is classified as a winner when: Spend ≥ 10× the account median, and Spend ≥ $500 floor This rule identifies ads that meaningfully outperform their account baseline while filtering out low-spend noise. In this dataset, the 10× threshold corresponds roughly to the 92nd percentile of the ratio distribution. Mid-range creative A mid-rage creative: Has ≥28 days of spend, and Does not meet the winner threshold. Mid-range ads are durable, scaled creatives that persist without reaching winner status. Hit rate Hit rate is calculated at the account level: (Winning creatives ÷ Total creatives) × 100 Unless specified, hit rates are unweighted, meaning each account contributes equally regardless of size. Hit rate is expressed as a percentage. Spend tiers Accounts are grouped by average monthly Meta spend: Micro (<$10K) Small ($10K–$50K) Medium ($50K–$200K) Large ($200K–$1M) Enterprise ($1M+) Here is how the spend breakdown actually looks by tier. Micro (under $10K/month): winners get 23% of spend. Mid-range carries 45.6%. Small ($10K to $50K): winners climb to 34.6%. Mid-range still ahead. Medium ($50K to $250K): winners cross the halfway mark. 53.3%. Large ($200K to $1M): 56.5% to winners. Enterprise ($1M+): 63.7%. Every step up the ladder, the platform concentrates more spend behind fewer ads. Think about what that means at the top end. Your entire account performance is sitting on a small number of creatives. The platform found them and bet on them, and everything else is filling in around them. That is the NBA max contract doing its job basically. Your stars are eating haha. That concentration gets more extreme the bigger you get. The teams that produce winners most consistently are not doing it with a better hit rate. The top 25% of accounts within each spend tier run 2 to 3x more creative per week than average. The hit rate gap between them and everyone else is 1 to 2 percentage points. -- P.S. Want more content like this in your inbox? Join 47,958 marketers who read Thumbstop: (Click sign up above 👆)