Creative reuse ratio - how hard a brand is backing one ad
Admetra's own term for the share of a brand's active ads running the same creative. We score it on a logarithmic curve against a 15% target, because observed ratios cluster far below that.
Contents
Creative reuse ratio is the share of a brand's currently active ads that run the same creative. The term is ours: no platform and no ad tool reports a metric under that name, so treat it as Admetra's construction rather than an industry standard. It exists because a raw copy count rewards large advertisers for being large: seven copies at a 20-ad brand is a bet, seven at a 600-ad brand is routine testing. The ratio removes the brand-size advantage and leaves the signal that matters: how much of its own delivery a brand is willing to spend on one piece of creative. It is computed from two counts that are public on every ad.
How Admetra Scores It
Reuse feeds the replication component of the trend score. When the brand's ad count is unknown, the score falls back to the raw copy count, and because copies of the creative and copies of the ad text arrive as one combined number, a missing text count never scales the signal down.
Worked Example
Two brands each run one creative seven times. The first has 20 active ads, so the ratio is 35%. More than a third of everything it is putting in front of people is one video. The second has 600, so the ratio is 1.2%, and seven copies is what its testing program does on a Tuesday. The raw count is identical and tells you nothing; the ratio separates a bet from a routine.
What Admetra Measures
- Reuse target
- 15% on a logarithmic curve, not a linear scale
- Observed reuse range
- 1-4 copies against brand portfolios of 69-3459 active ads, so almost every real ratio lands far below the 15% target
- Weight in the trend score
- 0.20 in both the early-signal and evergreen weightings - second behind impression rank on both, level with trajectory on early signal
- Thin-evidence handling
- Scores are shrunk toward a neutral prior of 50 carrying a weight of 2, so one flattering reuse number cannot produce a top score