Single image vs video for cold: image wins on cost, video on retention

Single image vs video for cold: image wins on cost, video on retention
Across 44 accounts, 90d, cold prospecting:
— Static image: CPM $8, CTR 1.1% — cheap to serve, fast to produce
— Video: CPM $13 ▲, CTR 1.3%, but 2x higher add-to-cart from viewers past 15s
Video's hidden value is the warm pool it builds — 25%-viewers retarget at 30% lower CPA than click-based audiences.
Read: static for raw efficiency; video when you'll retarget the view-pool. Don't run video and ignore the audience it creates.