If your video ad will play with the audio muted by default, which best practice should you follow for the creative?

The correct answer is Show rather than say, and let the visuals tell the story. When a video ad plays with the audio muted by default, it is essential to rely on visuals to communicate the key message effectively. This approach ensures that the ad remains impactful even when the viewer is unable to hear the audio. By using compelling imagery, dynamic visuals, and on-screen text, the ad can convey its message clearly without relying on sound. This practice is particularly important for maintaining viewer engagement and ensuring that the core message is understood, regardless of whether the audio is turned on or not. It helps make the ad more universally accessible and effective in a variety of viewing environments, such as on social media or mobile devices, where sound may be turned off.