# Video variant experiment brief

Use this optional template only when the one changed variable is inside a video ad. It does not replace the main optimization experiment brief.

## Experiment identity

- Parent optimization record ID:
- Control asset ID and SHA-256:
- Challenger asset ID and SHA-256:
- Source footage owner and allowed-use reference:
- Implementation owner:
- Approval owner and state:

## One changed variable

- Variable: hook / opening line / first frame / duration / aspect treatment / CTA treatment / other:
- Control value:
- Challenger value:
- Hypothesis:

## Fixed production variables

- Source performance and spoken claim:
- Offer and CTA:
- Destination:
- Caption owner and text treatment:
- Audio owner and loudness target:
- Aspect ratio and placement:
- Remaining edit, color and brand treatment:

## Delivery and measurement

- Audience, exclusions and delivery settings:
- Budget and schedule:
- Primary CRM outcome:
- Diagnostic video metrics:
- Acquisition window / outcome cutoff / review date:
- Support / reject / insufficient-evidence rules:

## QA

- Source lineage and rights recorded:
- One caption owner:
- Full A/V review complete:
- Placement-safe native review complete:
- Final lossy encode only after approval:
- Control can be reconstructed:

Planning only. No spend, launch or live-account edit is authorized.