You developed a video with an awareness objective, but viewers aren't watching the ad as long as you'd like. How should you help them to pay attention?

The correct answer is "By using audio." Engaging audio, including music, sound effects, and voiceovers, is crucial for capturing and maintaining viewer attention in video ads, especially when the objective is awareness. Audio helps convey emotion, reinforce messaging, and guide the viewer's focus, making the ad more immersive and memorable. Using a call-to-action (CTA) is important for driving conversions, but less effective for initial attention in an awareness campaign where the primary goal is engagement. While color and supers (on-screen text) contribute to visual appeal and information delivery, they are often secondary to audio in their ability to immediately draw and hold a viewer's attention in a video format.