An analysis of 69,449 ads from 110 e-commerce brands reveals that the effectiveness of ad formats varies significantly, with video ads driving demand and awareness, while static ads excel at conversion. Brands should focus on creating a strategic mix of both formats to optimize their advertising funnels, understanding that the goal is not to choose one over the other but to create the right type of demand for their products. A sophisticated creative strategy that aligns with business profitability is essential for success.