The green line on the graph shows how engagement often builds as people watch an effective 20 second video ad in Cinema or on TV. It’s important to draw attention earlier on, but unlike social media video, you have 3-4 seconds to do this rather than less than one second. You can then build a climax, which is an ideal time to introduce the brand and its role in the unfolding story.

When using media in which people tend to view ads for just a second or so before scrolling, swiping or skipping past, a different dramatic structure is needed - the red line. Ads need to grab attention immediately and generate enough interest or intrigue to make people want to watch for longer.