The single biggest gap between top advertisers and everyone else isn't budget. It's creative throughput. I spent the last few days inside 18 months of platform creative data — spend, uploads, campaigns, tenure. I went in expecting the story to be efficiency, or seniority, or some clever buying tactic. It's volume. Specifically: The top 1% of advertisers (gaming, agency-managed) ship 280× more video per quarter than the bottom half. Same platform. Same tools. Same formats. 280× the throughput. What separates them is not what most people guess: → It's not tenure. Top-1% accounts are only +17% older than bottom-half accounts — about two and a half extra months. The winners didn't out-wait anyone. → It's not efficiency. Divide spend by creatives shipped: the bottom half spends $104 per video; the top 1% spends $2,188. The top 1% pays 21× more per creative, not less. There's no scrappy hack. They industrialized and paid full freight to do it. → It's not format. Vertical-video share is ~100% in every tier — winners and losers alike. Vertical video isn't winning. It already won. The differentiator is throughput within the format, not the format choice. …see more