The same banner or video won't work equally well for all audiences. With mobile advertising, users see dozens of ads a day, and only the most compelling get their attention.
What does creative testing yield? 1. Are you looking for a format that works - static banner or video, minimalism or bright detail, meme or classic? Testing will help you find the best option. 2. Optimise CPA and CTR - Attractive creative reduces cost per click and increases conversions. 3. Adapt to your audience - different segments respond differently. Male and female audiences, age groups, countries - all important to consider. 4. Prevent creative fatigue - even successful ads need to be changed, otherwise they become boring and lose effectiveness.
Test, analyse and improve - there is no growth without experimentation!