You're creating a video ad with the goal of growing consideration for a new mobile application. How should you approach making this video ad?

To grow consideration for a new mobile application, demonstrating its utility and features is crucial. Product demos and how-to videos effectively show potential users how the app works and how it can benefit them, putting the product directly into context. This helps users envision themselves using the app, which is key for consideration. Making people core to the story with subtle branding might be effective for brand awareness but less so for consideration, where understanding the product itself is paramount. Using technical jargon can alienate potential users who are not already familiar with the technology. Sharing multiple messages can dilute the core value proposition and confuse viewers, making it harder for them to grasp what the app offers.