You're working for a direct-to-consumer gourmet coffee retailer and creating your first video ad with the goal of building awareness for your company. What should you do in the first five seconds of the video ad?

For building awareness, the first five seconds of a video ad are crucial for capturing attention and establishing brand identity. Tightly framed product shots immediately showcase what you're offering, making the ad visually engaging. Combining this with audio brand mentions reinforces your brand name early on, aiding recall. Setting up a problem and including a logo is less direct for immediate awareness than showing the product itself. Focusing only on a logo and audio, then showcasing the product later, misses an opportunity to visually hook viewers from the start. Using tightly framed shots without audio brand mentions misses a key opportunity to audibly reinforce your brand.