You're making your first video ad with the goal of building awareness for your direct-to-consumer food company. What should you do in the first five seconds of the video ad?

Analysis of Correct Answer(s)

The correct answer, "Use tightly framed product shots with audio brand mentions," is aligned with Google's creative best practices for driving awareness. The first five seconds of a video ad are critical for capturing attention before a viewer can skip.

• Tightly framed product shots: For a food company, showing delicious-looking products up close is a powerful way to grab attention and create desire immediately. This visually communicates what the brand offers.
• Audio brand mentions: Including the brand name in the audio is crucial for building brand recall. Even if the viewer is not looking directly at the screen or skips the ad after five seconds, they will have heard the brand name, which directly supports the goal of awareness. Combining strong visuals with clear audio branding maximizes impact in this short window.

Analysis of Incorrect Options

• Set up the problem the product solves: This approach is often too slow for a skippable ad format. Viewers may skip before you have a chance to present your brand as the solution. For an awareness campaign, introducing the product and brand upfront is more effective.
• Use tightly framed product shots without audio: Omitting audio is a missed opportunity. Sound is a key component for capturing attention and reinforcing the brand message. A silent ad is less impactful and fails to leverage a key sensory input for building memory and recall.
• Focus only on the brand logo and audio: While branding is important, showing only a logo without the product lacks context and is not engaging. Viewers connect with products, especially food. Leading with the product makes the brand more tangible and interesting.