You're creating a storyboard to make your first video asset for an app campaign. Which of the following should you prioritize?

Analysis of Correct Answer(s)

For Google App campaigns, the primary objective is to drive installs and in-app actions. The most effective video creative gets straight to the point.

• Show the product experience quickly: In a mobile-first environment, user attention is limited. Displaying the app's interface and core functionality within the first 3-5 seconds is crucial to capture interest and prevent skips.
• Tightly framed shots: Close-ups on the app's user interface (UI) make the features and benefits clear and easy to understand on a small mobile screen. This directly demonstrates the value proposition to the potential user. This approach is aligned with Google's performance-focused creative best practices.

Analysis of Incorrect Options

• Making the brand known by pairing the logo with zoomed out shots: While branding is important, zoomed out shots are ineffective at demonstrating an app's value. The focus should be on the app's functionality, with the brand integrated clearly but not at the expense of the product demonstration.
• Establishing the problem with an actor: This problem-solution narrative can be too slow for short-form video ads. You risk losing the viewer's attention before you’ve had a chance to present the app as the solution.
• Emotional appeal through compelling storytelling: While powerful for brand awareness, deep storytelling is often less effective for direct-response app campaigns. A clear, benefit-driven message that quickly shows what the app does and why it's useful typically performs better for driving installs.