Creative that Scales: A Summary of Singular’s Eye-Opening, Insight-Packed Webinar

In 2026, creative volume and velocity matter just as much as value. 

And yet, many marketers are out of the loop on how to optimize for them.  

On April 16th, Z2A Digital had the honor of participating at “Creative that Scales”, a webinar hosted by Singular. As the webinar’s name implies, its purpose was to provide creative scaling strategies that app marketers could incorporate into their playbooks. 

Our Director of Paid Social extraordinaire, Sofia Paz Luna, was in attendance to represent Z2A Digital. She along with other speakers from the likes of Appier, CRAFTSMAN+, and Liftoff delivered a wealth of actionable takeaways to help marketers scale their creatives. 

This post will dive into these insights. 

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Creative that Scales in a Nutshell

The webinar opened with a light-hearted welcome from Singular CMO and host, Stephanie Pilon. After introducing the various speakers in attendance, the event kicked off with various discussions ranging from tactics and frameworks to the tools needed to help teams scale their creatives. 

In attendance, were the following guest speakers from the following teams:

• Edouard Favier, Marketing & Growth Leader — A Thinking Ape
• Jonathan Fishman, VP Marketing — Sett
• Karl Berta, Head of Ad Cloud Sales — Appier
• Olivia Barnett, COO — Craftsman+
• Sydney Zamora, Creative Strategy — Liftoff
• Sofia Paz Luna, Director of Paid Social — Z2A Digital 

Of course, the highlight of the show for us were Sofia’s segments. She served attendees “cheat codes” that they could use to unlock sustainable creative scaling. 

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What the Winning Teams for Creative Production Possess

One of the key topics at the webinar was what marketing teams need for today’s creative production. Sofi chimed in with an in-depth and explorative takeaway:

“...the winning teams in the creative production will be the ones that are quickly adapting to the new needs. I think the platforms are in the [sic] need of more volume, and I agree, it's better quality than volume, but we need to get enough volume, more than before, in order to test what we want to test. So the teams are able to adapt to establish new processes.”

Sofia spoke to a new reality with today’s platforms. 

• Volume is no longer a consideration but necessity, now that their algorithms reward brands who put out more variants. 
• That means incorporating AI into workflows for tasks is vital. 

In fact, brands that are using AI for thumbnail testing, and automated variant production are publishing 5-8x more creative variants than brands relying on traditional workflows. 

Sofia also spoke about testing frameworks. 

“Testing framework is super important. They need to establish the workflow for the production, but also the workflow for the testing.”

Studies have shown that dynamic creative optimization workflows can generate ROAS lifts of 58% and CPA reductions around 30% in mobile app campaigns. 

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Creative Testing 

Another standout discussion point was that of creative testing. When Sofi’s turn came to offer her advice on testing creatives, she mentioned the following strategy:

“We try to produce 10 assets per channel at least. So 10 for TikTok or 10 for Meta, for example. And we always prioritize video, and we always prioritize UGC. But for Meta, for example, we are also adding more variety because we know the new algorithm is rewarding this variety of assets, like more statics or more carousels.”

Meta’s ad system processes over 15 million new ad creatives monthly, and the platform’s Andromeda algorithm rewards teams that feed it greater creative variety. The current recommendation now stands at putting 10-20 unique creatives in each ad set, an increase from the previous standard of 3-5. On TikTok, that number stands at 10-20 creative variants per campaign with a refresh every 2-3 weeks.

But she took it a bit further. 

“So we develop two main concepts, that would be two creative concepts, let's say.

And this is the main test that we are running at the beginning. It could be running for one week, two weeks, always depending on the client, always depending on the budget, of course.”

Sofi went on to explain that she and the team will expand this testing framework every week, developing these 10 assets per and prioritizing UGC and statics for Meta, keeping things flexible and dynamic based on client budgets and objectives. Ultimately, the goal is to analyze, observe, and adapt the creatives based on testing results. 

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Mistakes Teams Make

The next discussion centered around mistakes teams make when conducting tests. This one was interesting because Sofia’s observations aligned with other speakers. When mentioning what she thought was a common mistake marketers make, she had this to say:

“One of the big mistakes I'm seeing quite often is not giving enough time to the creative to run.” 

She expanded on this further:

“You can't really pause an asset because it's driving a really high CPM the first

week. I see quite often, and I'm seeing this more and more often, when we add some assets at the beginning, they are driving a really high CPMs, and after two, three weeks, the CPMs are getting lower, and we see how this asset is starting to perform.”

When it comes to testing, time equals truth. 

For example, Meta’s algorithm usually stabilizes only 50 results in the week after the ad’s last significant edit. So it’s not uncommon to see early spikes normalize as the platform collects more data. 

TikTok’s learning phase also begins with volatility as its ad system works to identify the best users for specific campaigns. However, performance often stabilizes after roughly 25 campaign results or 7 days. 

Anytime you adjust budgets, alter targets, or replace creatives in response to testing data, you reset the learning process. If you make these changes in response to premature data, you’re not giving the ad enough time to stabilize, and may conclude that a channel isn’t working when it actually might. Or, you might assume a channel is working when it actually might not. 

So the lesson here is clear: don’t make assumptions and give your testing time! Sofia recommended giving tests up to 3 or 4 weeks to see the real performance value of an asset before reaching any conclusions. 

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Tools Used to Scale 

The fourth and final point was a free-for-all of sorts since the speakers (and their teams) use different tools. A few aptly mentioned using Singular as a tool for scaling their creative assets. In Sofia’s case she mentioned:

“We are using AdCreative, for example I think it's really useful for creating all the statics that we need and also the short videos using the AI.”

AdCreative.ai has been recognized for its ability to:

• Generate hundreds of high-converting ad creatives in seconds, with a scoring model that predicts ad performance with 90% accuracy. 
• Its Product Videoshoots feature that can turn single product images into ready-to-run video ads within seconds, with internal tests showing they can deliver over 110% increases in ROAS. 

Sofia also has another tool in her stack:

“For UGC AI, Arcads I think is one of the most efficient ones.”

Arcads.ai has been likened to a creative assembly line. Marketers can:

• Pick an AI-generated actor, add a script, generate realistic UGC-style ads, and scale variations fast. 
• Produce multiple hook variations and six hook variants with just a simple creative brief, and no written copy.

And as an added bonus, Arcads is noted for its ability to show actual micro-expressions such as head titles, gestures, and natural pauses that other tools often miss. 

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The Webinar is a Snapshot of the Industry at Large

The “Creative that Scales” webinar was more than a discussion between app marketing powerhouses. It was a window into how the app marketing world has shifted and continues to change. 

With AI-assisted workflows now in the mix, producing a high volume of creatives and testing them fast is key to scaling ads successfully. It’s also crucial to stay ahead of competitors who themselves are producing large amounts of creative assets. 

Sofia’s insights provide a reliable framework and toolset that marketers can rely on to produce creatives at scale. And we’re looking forward to her making more of these appearances in the future! 

For those of you who didn't get a chance to see the webinar, be sure to watch it here. It’s packed full of great insights.  

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