What is the recommended approach for branding in a video ad, particularly in the last moments?

Branding often in the last moments of a video ad is highly recommended because it reinforces brand recall and leaves a lasting impression on viewers just before they finish watching. Research has shown that viewers tend to remember information better when it is presented repeatedly and prominently, especially towards the conclusion of a video. This strategic placement utilizes the peak-end rule, where people judge an experience largely based on its most intense point and its conclusion, increasing the likelihood that the brand will be remembered after the ad finishes.

By branding in the last five seconds, the viewer's attention is captured as they will likely be retaining the last elements they see. This enhances recognition and familiarity, making it more probable for the audience to recall the brand when making purchasing decisions in the future. This approach aligns with effective marketing strategies that aim for both immediate impact and lasting brand loyalty.

In contrast, branding only at the beginning may fail to reinforce the message and can lessen impact as viewers might forget the brand by the end. Branding once in the middle could be lost in the overall message, and focusing solely on text formats limits creative expression, particularly in a visually oriented medium like video.