But the industry is shifting, and creative is arguably one of the best levers PPC managers have to optimize performance. Video: Video is the most underutilized asset, yet 54% of marketers say it’s the most powerful. Image: While TikTok and Reels may be solely focused on video, other ad networks are still largely driven by image ad inventory. 16×9: The horizontal rectangle, 16×9, will give you strong performance for desktop devices on both YouTube and Google. As performance marketing embraces the full impact of creative, these three guidelines mark the foundation of strong performance creative.