If you’re editing a video ad with the goal of driving consideration, how should you approach the frequency with which the actor and the product are showcased relative to one another in order to maximize effectiveness?

1. Let multiple people be the focus so viewers stay engaged.
2. Focus on people so that you humanize the story.
3. Emphasize people in order to get potential customers to notice your brand or product.
4. Focus on the product and let people take a secondary role.

Correct Answer:

• Focus on the product and let people take a secondary role.

An interesting relationship that emerged from Google’s research is that people and products have an inverse relationship as we move across the funnel. For awareness, people are the vehicle to get your brand or product noticed.

They’re the heroes of the story or the magnet that enables viewers to pay attention to your brand, product, and message. When it comes to consideration, people take a secondary, supportive role to let the product shine.

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