You're looking to connect with viewers and make your brand stand out to potential customers. How can you accomplish this in a video ad with an awareness objective?
Set the context and include a clear call-to-action.
Convey multiple messages to resonate with the masses.
Brand often, especially in the last five seconds.
Leverage key differentiators such as competitive claims and endorsements.
Explanation
Analysis of Correct Answer(s)
For an awareness objective, the primary goal is to make your brand memorable and distinct. Leveraging key differentiators is the most effective way to achieve this.
- Using competitive claims (e.g., "fastest service") or endorsements (from experts or influencers) quickly communicates your brand's unique value. This helps you stand out from competitors and builds credibility, which is crucial when introducing your brand to a new audience.
Analysis of Incorrect Options
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Set the context and include a clear call-to-action: A strong call-to-action (CTA) like "Shop Now" is primarily for driving conversions and is more suited for consideration or action campaign objectives, not pure awareness.
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Convey multiple messages to resonate with the masses: This is a poor practice for ad creative. A video ad should have a single, focused message to avoid confusing the viewer and to maximize brand recall. Overloading an ad with information dilutes its impact.
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Brand often, especially in the last five seconds: This is incorrect. According to Google's best practices, you should introduce your brand early, ideally within the first five seconds. Many viewers may skip the ad after this point, so late branding risks the brand not being seen at all.