What is a strategic way to improve a video ad's effectiveness during post-production?

Increasing the pace and tightening the framing of a video ad during post-production can significantly enhance its effectiveness for several reasons. A faster pace captures viewers' attention more effectively, which is critical given that attention spans are often short, especially in digital contexts. By keeping the content dynamic and engaging, you maintain viewer interest throughout the ad.

Tightening the framing—focusing more closely on the subject matter—also helps to eliminate distractions that can pull attention away from the core message. This ensures that viewers are focused on what matters most, whether it be the product itself, the call to action, or the emotional resonance of the message. Essentially, these strategies work together to create a more impactful viewing experience that is likely to lead to better recall and action from the audience.

Other choices can detract from a video ad's effectiveness. Dramatically increasing sound levels may lead to distortion and discomfort for viewers, while reducing visual quality can create a negative impression of the brand. Lengthening the ad duration could risk losing viewer engagement, as research shows that shorter ads often perform better online.