Features

Ad creative analysis: what the ads in your niche are made of, and which ones kept running

Ad creative analysis in Opah reads every Meta ad an artist runs once: the image or one still frame, for its format type, up to 3 moods from a vocabulary of 146 terms in 19 families, its colours, whether a face is in frame and whether text is overlaid. Across a niche the reads become Creative Recipes: the formats, moods and first lines the artists kept running longest, judged within each artist first.

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Video ads on the market panel

72%

Ads: 11,992
Artists: 60

Video72%
Single image26%
Carousel1%

Every ad started in 12 months by the 60 charting artists on Opah’s market panel, by format. The vision read then says what is inside each one.

Measured 18 October 2026, the market panel, artists aggregated.

First the format, then what is inside it

72% of the ads 60 charting artists started in a year are video, and the spread by genre runs from 80% in country to 53% in R&B. That is the first read and it needs no vision. The second read opens the creative: is it a photo or a graphic, is there a face, what mood is it, is the text on the image or in the copy. Those fields are what a niche’s house style is made of, and they are what Creative Recipes count.

The ranking is by days up, within each artist first: every ad’s run is set against its own artist’s median before the niche is read, so the artist who runs everything for months does not become the niche’s answer. An ad still running counts as a floor, not a finished run.

What the creative read records

Once per ad, on the image or one still frame, for every ad of every artist you add.

Format type: Photo, graphic design, illustration, video still, mixed; Once per ad
Mood: Up to 3 terms from a fixed vocabulary of 146 in 19 families, aggregated by family across the niche; Once per ad
Colour: The dominant colours and the palette's feel; Once per ad
Face: Whether a face is in frame; Once per ad
Text overlay: Whether text is laid over the image, and the themes of the copy; Once per ad
Days up: Start to end, or to the last read for an ad still running; the median per artist first; Every 72 hours
Creative Recipes: The formats, moods and first lines the niche kept running longest, with the floors printed; Computed
Creative Decoder: On the artist page: the visual playbook, copy themes, motion and overlay frequency for one artist; Computed

How to read it

Read the format mix for your niche first and shoot the format it runs. Then read the recipes: the mood family and the first-line class the niche kept paying for, and the ones it tried and switched off inside a week. Then open the ads that stayed up longest on each artist’s page and look at them with the fields beside them. Make yours in that house style, and one against it.

How to read these numbers

Days up is the signal: Days up is the one run signal Opah reads. A long run says the artist kept paying for that creative; the spend and the sales figures stay with them.
One frame: A video is read from one still, so mood and format describe that frame.
A fixed vocabulary: Moods come from a controlled list so they aggregate; a creative outside it gets the nearest term, never a new one.

The other things Opah does

Every plan includes all of them. Each has its own page.

The other half: the copy, the button, and when it started

The creative is one field of five. What the first line does, which button the niche reaches for, where the click goes and when the ads start around a release are measured on the same panel, and a first campaign is drawn from all five.