Glossary2026-08-07Reference
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.
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.
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.
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.