When making a video ad with an awareness objective, which tactic should you use?

Analysis of Correct Answer(s)

The best tactic for a video ad with an awareness objective is to "make people core to the story and be different, yet simple."

• Make people core to the story: At the awareness stage, the primary goal is to capture attention and build an emotional connection. Human-centric stories are more engaging and memorable than product-focused ads. They help viewers relate to your brand on a personal level, which builds brand affinity.
• Be different, yet simple: To stand out in a crowded digital space, your ad needs a unique or surprising element (different). At the same time, the message must be clear and easy to grasp quickly (simple) to be effective, especially given short viewer attention spans. This combination ensures your ad is both attention-grabbing and memorable.

Analysis of Incorrect Options

• Let the product shine and put the brand front and center: This direct-response approach is better suited for consideration or action campaign objectives. For awareness, a hard sell can cause viewers to skip the ad before they connect with the brand's message.
• Keep branding subtle: While storytelling is crucial, the branding should not be so subtle that viewers miss it. The primary goal of an awareness campaign is to build brand recall. If viewers remember the ad but not the brand, the campaign has not achieved its objective.