CTC's AppLovin specialist Connaugh is back four months after our first episode on the platform to break down what's actually working. Discovery campaigns are averaging 284% incrementality, 45-60 second video creative is where the spend goes, and the tactical playbook is starting to take shape.If you're running an 8-figure ecommerce brand and haven't tested AppLovin yet, this episode makes the case for why you should.Topics covered:AppLovin's new Discovery campaign type and how it differs from ProspectingIncrementality test results: 284% average on Discovery vs. 141-150% on ProspectingWhy 45-60 second video creative gets 44% of total AppLovin spendThe creative set hack for granular reportingHow to drip new creative without tanking performanceProduct catalog segmentation by campaignCTC's $5K spend match partnership with AppLovinKey stat: Discovery campaigns are driving 85-90% completely new visitor traffic with 190% incrementality (excluding outliers).Show Notes:Go to http://outersignal.com/thread to get 50% off your first two monthsExplore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have