You're creating a storyboard for a video ad and you're optimising for view completions. Which of the following is a way to hook and sustain attention?

Analysis of Correct Answer(s) To achieve high view completions, a video ad must immediately hook the audience and maintain their engagement throughout.

• Engaging pacing and tight framing are key creative principles for this. Engaging pacing, often achieved through quick cuts and dynamic visuals, creates energy and prevents viewers from losing interest. Tight framing, such as close-ups on faces or products, draws the viewer in, creates intimacy, and ensures the most important elements are clear and impactful, especially on mobile screens.

Analysis of Incorrect Options - Build suspense with a slow pace to start: This is ineffective for most online video ads. With the option to skip, viewers are likely to disengage if the ad doesn't capture their attention within the first few seconds. A slow start fails to provide an immediate hook. - Set up scenes to be zoomed out: Wide shots can make the subject feel distant and less personal. On smaller mobile screens, important details in a zoomed-out frame can be lost, making it difficult for viewers to connect with the story. - Keep visuals low contrast: Low-contrast visuals can appear flat, muted, and fail to grab attention. High-contrast imagery is more visually stimulating and helps the ad stand out, making it more memorable and easier to watch in various lighting conditions.