What is the most effective technique for a video ad intended to encourage action?

Including a specific call-to-action (CTA) in a video ad is crucial for encouraging viewers to take a desired action, such as visiting a website, signing up for a newsletter, or making a purchase. A well-defined CTA provides clear instructions on what the viewer should do next, creating a sense of urgency and guiding them towards the next step in their customer journey. This direct approach not only enhances engagement but also increases conversions by minimizing confusion about the action the advertiser wants the viewer to undertake. While other elements like beautiful scenery, background music, or customer testimonials can enhance the overall quality of the ad, they do not serve the primary purpose of prompting immediate action from the audience as effectively as a clear and compelling CTA does.