What is the most effective type of ad?
No format wins by default. A clear hook in the first seconds, one single benefit and a look that fits the platform outperform any particular style. What decides, in the end, is how many versions you are willing to test. No format skips that step.
Attention comes first
Everything is decided at the start: if the opening line or the first image does not stop the scroll, the rest is never read. Write the first three words before anything else, and make them specific to the offer rather than to the category. The same rule applies to the first frame of a video.
One benefit, a native look
An ad that looks like the content around it gets watched longer than one that seems imported from elsewhere. Keep the promise single and obvious, and respect the shape and the length of the platform's own formats instead of fighting them. Format is not decoration: it decides whether someone watches or scrolls past.
Testing beats guessing
Make several angles from the same offer and compare them on the same audience. A creative that works in one place can fail in another; that is a result, not a failure, and it is the fastest way to learn what your audience reacts to. Change one variable at a time, otherwise you learn nothing from the result.
Examples made with Adrefyn