There are four dramatic structures often used in video ads - see this page for more details. This illustration shows where/how the brand needs to be involved when using these different structures. Please note that it is incredibly difficult to achieve strong brand linkage using the 'Emotional Build’ approach. For every ad like this that works, a huge number fail. The trouble is, people rarely watch an ad through to the end, especially if it is long and/or if the advertising medium allows viewers to move on and look at more content, instead of the ad, whenever they want (e.g. many social media). People only watch an ad all the way through, and therefore see the brand at the end, if the ad is exceptionally engaging... and even if they do, they won’t remember the brand the next day if there was no obvious connection in people’s minds between the brand and what came before. Brands like Dove and Nike can use this structure because they have invested millions over decades to 'own’ a theme that helps viewers connect the ad with the brand. Most brands don’t have this luxury. |