To determine if one CTA outperforms another CTA on the brand's creative, it will be necessary to execute what?

A/B testing is the appropriate method for determining if one call to action (CTA) performs better than another on a brand's creative. This approach involves comparing two versions of the same content—where one version contains one CTA and the other contains an alternative CTA. By analyzing the performance metrics associated with each version, such as click-through rates or conversion rates, marketers can effectively identify which CTA resonates more with the audience and drives better results.

This method provides a clear and controlled environment to test the specific elements of the creative. A/B testing is straightforward, making it easier to attribute differences in performance directly to the changes in the CTAs, thus yielding actionable insights for optimizing marketing strategies. It's also valuable in minimizing variables that could skew the results, ensuring that the focus remains on the performance of the CTAs themselves.

The other methods mentioned do not provide the same level of targeted analysis for this specific scenario. Focus group testing involves subjective opinions from a small group rather than measurable data on performance. Multi-variant testing, while useful for testing multiple variables simultaneously, can complicate analysis without the same clarity as A/B testing. Benchmark analysis compares performance against standards or previous metrics but does not isolate the effects of different CTAs in the same way that A/B testing