Overview
Creative Mode controls how impressions are distributed across creative groups within a campaign.
By default, new campaigns use Even Weighting, which automatically distributes impressions evenly across all creatives. If you prefer more control, you can switch to Manual Weighting to customize impression distribution.
You can also use Creative Sequencing to control the order in which creatives are delivered to the same household over time.
Creative Mode is managed from the Creative step during campaign setup.
When to use each mode
Mode | Use When |
Even Weighting | Testing multiple creatives evenly |
Manual Weighting | Prioritizing top-performing creatives |
Creative Sequencing | Delivering structured, sequential messaging |
Creative group types
A creative group can be either:
A TV ad, or
A TV ad linked with its Multi-Touch group (if running with MNTN Multi-Touch).
⚠️ Warning: Each campaign can only use one creative group type.
Key considerations:
Creative weighting is only available when your campaign includes more than one creative group.
Switching between Even Weighting, Manual Weighting, and Creative Sequencing requires pausing an active campaign.
In Multi-Touch campaigns, weighting applies to both the TV ad and its linked Multi-Touch group.
Use Even Weighting (Default)
Even Weighting automatically divides 100% of impressions equally across all creative groups. This is the default mode for all new campaigns.
To view even weighting:
From the Campaign tab, go to the Creative step.
On the Active Creatives tab, click the Mode menu.
Confirm that Even Weighting (Default) is selected.
No manual input is required unless you switch to Manual Weighting.
📝 Note: Adding or removing a creative group will automatically redistribute the weighting.
Use Manual Weighting
Manual Weighting allows you to customize how impressions are distributed across creatives.
To use manual weighting:
From the Campaign tab, go to the Creative step.
On the Active Creatives tab, click the Mode menu.
Select Manual Weighting.
On the top right of each creative card, enter the weight distribution percent.
To revert changes, click Reset Weights.
⚠️ Warning: You must define a weight for every creative group, whether 0% or greater. Combined weights must equal 100%.
Click Save Changes.
Once the campaign is active, you can edit impression distribution without pausing the campaign.
Use Creative Sequencing
Creative Sequencing allows you to control the order in which creatives are delivered to the same household over time. Instead of distributing impressions evenly or by weight, creatives are delivered in sequence.
Creative Sequencing supports up to four creative groups in a sequence.
Enable Creative Sequencing
From the Campaign tab, go to the Creative step.
On the Active Creatives tab, click the Mode menu.
Select Creative Sequencing.
Once enabled, creatives can be arranged into a defined delivery order.
Arrange the Sequence
Each creative card displays a sequence number in the top-right corner. This number updates automatically when creatives are reordered. The order determines how creatives are delivered to households.
Locate the drag icon in the top-left corner of a creative card.
Click and hold the icon.
Drag the creative card into the desired position.
To make sequence management easier, you can filter creative groups by delivery status:
Select the Filter menu.
Choose one of these options:
All – shows all creatives in the campaign
Sequence – shows only creatives included in the sequence
Understand Delivery Status
Creative Sequencing introduces a delivery status for creative groups.
Creatives can be either:
In Sequence
The creative is active and eligible to deliver.Out of Sequence
The creative remains in the campaign but will not be served.
Only creatives included in the sequence will be delivered.
All creatives in the sequence must be approved before the campaign can launch.
Delete Creative Groups
From Even Weighting mode:
From the Campaign tab, go to the Creative step.
On the Active Creatives tab, click the Mode menu and make sure Even Weighting is selected.
Find the creative card you would like to delete and click the ellipsis and select Delete from the menu.
The Delete Creative Card? modal appears.
Click Yes, Delete Creative.
From Manual Weighting mode:
To delete a creative group in Manual Weighting mode, your campaign must be paused. If it's currently active, pause it before continuing.
From the Campaign tab, go to the Creative step.
On the Active Creatives tab, click the Mode menu and make sure Manual Weighting is selected.
Find the creative card you would like to delete and click the ellipsis and select Delete from the menu.
The Delete Creative Card? modal appears.
Redistribute weight across your remaining Creative Groups by entering the percent.
⚠️ Warning: You must always define your creative groups' weighting, whether it be 0% or 100%. All weights combined must total 100% before you can save.
Click Save and Delete.
Quick Answers
What happens after the sequence is finished?
What happens after the sequence is finished?
When a household reaches the final creative in the sequence, the sequence starts again from the first creative.
This allows the campaign to continue delivering creatives in the defined order.
How does attribution work with Creative Sequencing?
How does attribution work with Creative Sequencing?
Attribution is assigned to the creative that served the last impression before the conversion. Because of this, creatives later in the sequence may appear to perform better than earlier creatives. This difference can occur because those creatives were served closer to the conversion event.
For this reason, Creative Sequencing is intended to deliver a complete sequence of messaging to a household, rather than to compare creative performance.
When reviewing results for sequencing campaigns, we recommend evaluating performance at the campaign level.
What happens if I change my campaign while using Creative Sequencing?
What happens if I change my campaign while using Creative Sequencing?
Making changes to a campaign resets the sequence progression.
After a change is made, households begin the sequence again from the first creative.
Should I use Creative Sequencing for creative testing?
Should I use Creative Sequencing for creative testing?
Creative Sequencing is not recommended for creative testing.
Because attribution is assigned to the creative that served the last impression, creatives later in the sequence can appear to perform better even when the difference is caused by sequencing order rather than creative performance.
Creative Sequencing is best used to deliver a structured series of creatives to the same household.
Next Steps