Keith Ng

Most media buyers can't read creative. Most creatives can't buy media. I do both for a 9-figure DTC brand — and show you how.

[Keith Ng @keithncs]

From the AppLovin reporting API, pull the weekly and monthly ad spend performance. Across Videos, Interactives, and Images. Take the top 30-50. Columns (Full ad name, Spend, Weekly diff%, Weighted spend). Action: Report to the creative team based on findings

[Keith Ng @keithncs]

Look at what's performing on Meta ads and bring it over to AppLovin. Vice versa

[Keith Ng @keithncs]

Target ROAS is better than CPP on AppLovin

[Keith Ng @keithncs]

When surf scaling, look at 1-day view attribution window. Look at it 2-3 times a day minimum

[Keith Ng @keithncs]

If NVP is high recently, make sure to boost spend on MOF/BOF to convert them for a fixed period. The influx in new visitors shouldn't be wasted.

[Keith Ng @keithncs]

@thedennis What tests did you do and what metrics did you look at to confirm this?

[Keith Ng @keithncs]

This will give the US government access to frontier models before the public. This will widen the gap of intelligence, capabilities, and utility between the government and the public. When OpenAI and Anthropic go public, they won't care about our subscription money any more. S&P500 money will be enough to fund their ventures.

[Keith Ng @keithncs]

@sebastian_dtc Like actually? Do u feel like it's more intelligent now? And how about copywriting wise?

[Keith Ng @keithncs]

@learnwithcheer That's great ty, even if its a promo haha

[Keith Ng @keithncs]

Pricing (Higgsfield, 5000 credits = $235 → $0.047/credit)

Kling 3.0
5s, 720p → 6.25 cr → $0.29
15s, 720p → 18.75 cr → $0.88
5s, 1080p → 7.50 cr → $0.35
15s, 1080p → 22.50 cr → $1.06

Seedance 2.0
5s, 720p → 23 cr → $1.08
15s, 720p → 68 cr → $3.20
5s, 1080p → 45 cr → $2.12
15s, 1080p → 135 cr → $6.35

Happy Horse
5s, 720p → 13 cr → $0.61
15s, 720p → 38 cr → $1.79
5s, 1080p → 23 cr → $1.08
15s, 1080p → 68 cr → $3.20

Grok Imagine
6s, 720p → 9 cr → $0.42
15s, 720p → 23 cr → $1.08

Wan 2.7
5s, 720p → 8 cr → $0.38
15s, 720p → 23 cr → $1.08
5s, 1080p → 13 cr → $0.61
15s, 1080p → 38 cr → $1.79

Veo 3.1 Lite
6s, 720p → 9 cr → $0.42
8s, 720p → 12 cr → $0.56
8s, 1080p → 16 cr → $0.75

---

Rankings (from LLM Arena)

Text-to-Video Arena:
#1 — Seedance 2.0 (720p)
#2 — Happy Horse 1.0 (720p)
#3 — Wan 2.7 (720p)
#4 — Veo 3.1 (1080p)
#9 — Grok Imagine (720p)
#11 — Kling 3.0

Image-to-Video Arena:
#1 — Grok Imagine (720p)
#2 — Seedance 2.0 (720p)
#3 — Happy Horse 1.0 (720p)
#5 — Veo 3.1
~#11 — Kling 3.0

---
Recommendation for your workflow
At 20–25 ads/week, a tiered approach:

Drafts/motion/animation tests (no face): Kling ($0.29) — burn freely (great for animation attached)

Alt I2V (face): Grok Imagine ($0.42) — best rank-per-dollar for image-led

Alt T2V: Wan 2.7 ($0.38) — near-flagship quality, near-floor price

Hero/final spend only: Seedance, and only at 720p — reserve the expensive model for the 2–3 ads actually going live, not the test batch

[Keith Ng @keithncs]

@blvckledge Native

[Keith Ng @keithncs]

@zackpaid COOK

[Keith Ng @keithncs]

@LachezarVoynov CBOs concentrate ad spend for better or worse. I recommend having multiple CBOs excluding winners from existing CBOs. That way you'll have 10 CBOs with 10 winners taking 60-70% spend each, which unlocks real scale.

[Keith Ng @keithncs]

@ItsFinlayW FREE

[Keith Ng @keithncs]

@ItsFinlayW SKILL

[Keith Ng @keithncs]

@ecommilan PROMPT

[Keith Ng @keithncs]

@Eggsterr It was a blast watching you play all this time, all the best in the future!

[Keith Ng @keithncs]

@oliverwhudson personas

[Olly Hudson @oliverwhudson]

A few months ago, I sat across from Maxime, Meta's Creative Strategist for Disruptor brands.

The man who works with the top 1% of brands on the platform. The person who sees the data we all guess at.

I went in thinking I'd get validation. What I got was a moment that reframed everything.

He said: "It's less about thinking what piece of content I'm putting out there. It's who am I building this for, and which motivation or barrier am I trying to tackle."

That's it. That's the whole game.

The right ads for the right person built around the right psychological trigger.

The problem was that everything we'd built around that idea lived in fragments. A framework here. A podcast episode there. A case study buried in a client deck. Brands we worked with were getting pieces of the picture but never the full system.

So we built one place that holds all of it.

Everything on this board is what we're actively running right now across the 8 and 9-figure DTC brands we work with. The AI research stack we use to evidence personas. The brief architecture. The testing tiers. The optimisation rules we run in accounts every week.

It's informed by our own data, our Meta partnership research, and that conversation with Maxim.

If your CAC is rising but your creative volume is higher than ever, this is the system that fixes it.

Retweet and comment "personas" on this post and I'll send it over

[Keith Ng @keithncs]

@adriansolarzz SLIDESHOW