You're editing a video ad aimed to drive consideration and are deciding how frequently the actor and the product should be showcased relative to one another. How should you approach editing this ad?

Analysis of Correct Answer(s)

• The correct approach is to let people take a secondary role so the product shines. When the primary goal of a video ad is to drive consideration, the focus must be on the product itself. Viewers need to clearly see the product, understand its features, and recognize its value proposition to consider purchasing it. While actors can help contextualize the product's use and add a human element, they should support the narrative, not dominate it. The product should be the "hero" of the story to effectively move the audience from awareness to consideration.

Analysis of Incorrect Options

• Put the focus on people to get your brand or product noticed and Let people take a primary role to humanize the story: These strategies are more effective for top-of-funnel goals like brand awareness. While humanizing a story can create an emotional connection, it can also distract from the product details necessary to drive consideration. If the viewer remembers the actor but not the product, the ad has failed its objective.
• Put the focus on multiple people so viewers stay engaged: Featuring too many people can create a cluttered and confusing narrative. This can dilute the core message and make it harder for the viewer to focus on the product, which is counterproductive for a consideration-focused campaign.