Fill in the blank: Jamal Meneide mentions three pillars for video editing and post-production. They are concision, clarity, and _____.

Captivation matters because short-form video needs to hold attention after the opening moment. Video ads should be concise enough to avoid wasted time, clear enough to communicate the message, and engaging enough to keep viewers watching. In Amazon DSP , creative effectiveness depends on audience context, placement behavior, and campaign objective. Strong post-production supports attention, comprehension, and action without adding unnecessary complexity.