Ad format refers to the visual structure Meta offers for displaying creative — a single static image, a single video, a multi-card carousel, or a collection format that pairs a hero video or image with a scrollable product grid. Each format has different best-fit use cases and different technical specs for aspect ratio and duration.
Testing across formats, not just across creative concepts within one format, is part of a mature creative testing strategy, since some offers (like multi-product ecommerce catalogs) perform meaningfully better in carousel or collection formats than in a single static image.
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