You're making your first video ad with the goal of driving consideration for your brand's offering. How should you hero the product in this ad?

Analysis of Correct Answer(s)

For a video ad with a consideration goal, the primary objective is to engage viewers and persuade them to think about your brand when they are ready to buy.

• Brand often: Integrating your brand naturally throughout the video keeps it top-of-mind and reinforces the connection between the story and your product.
• Especially in the last five seconds: The end of the ad is your final opportunity to make a lasting impression. By this point, you have already presented your value proposition. Reinforcing the brand here, often alongside a strong call-to-action (CTA), ensures the viewer knows exactly who is providing the solution and what to do next. This final branding moment is crucial for driving the desired action, which is the core of a consideration campaign.

Analysis of Incorrect Options

• Brand often, especially in the first five seconds: This is a best practice for awareness campaigns. The goal there is to land the brand message before a viewer has the chance to skip. For consideration, the focus is on holding attention and persuading, making the end of the ad more critical for the final call to action.
• Brand only at the beginning of the ad: This is risky. Viewers who are engaged by the ad's content might forget which brand it was for by the end, defeating the purpose.
• Brand only at the beginning and end of the ad: While better than branding only at the start, this approach misses the opportunity for continuous reinforcement, which helps build stronger brand recall.