You've noticed that viewers are dropping off very quickly for your existing video ads, and want to engage them more effectively. Which of the following is an effective way to get viewers to pay attention to an ad with an awareness objective?

Analysis of Correct Answer(s) - Audio: Sound is a powerful and immediate tool for capturing a viewer's attention. For a video ad with an awareness objective, using compelling audio—such as upbeat music, an engaging voiceover, or surprising sound effects—within the first few seconds can create an immersive experience. This is crucial for hooking viewers and preventing them from skipping, directly addressing the problem of high drop-off rates. Audio excels at setting the tone and creating an emotional connection, which makes the ad more memorable.

Analysis of Incorrect Options - Color and Supers: While strong color palettes and clear on-screen text (supers) are vital components of a good video ad, they are primarily visual supports. They reinforce the message but are often less effective than audio at providing the initial, powerful hook needed to stop a viewer from skipping in the critical first moments. - Call-to-action (CTA): A CTA is designed to drive a specific action (e.g., "Shop Now," "Learn More"). It is most effective in ads with a consideration or conversion objective. For an awareness ad, the primary goal is to capture attention, not to prompt an immediate action. Therefore, a CTA is typically placed towards the end of the ad, not at the beginning where you need to prevent drop-off.