Video ads are everywhere – on social media, during our favorite TV shows, and even before the videos we watch on YouTube. But with so many options out there, how do you make sure your video ad stands out and connects with your audience?

At Lab42, we conducted a study on the top 15 video ads in our database to find out what makes them so effective. We evaluated the ads based on three key metrics: Ad Likability, Branding, and Ad Motivation, and used this data to create a composite score to evaluate the top 15.

So what did we find out about the top 15 ads that set them apart from the rest? They were more relevant, more believable, and more unique to customers. They also provided new information and were a better fit with their brands.

But what exactly made these ads so effective? We took a closer look at three of the top 15 ads and evaluated them based on elements that contribute to ad effectiveness, such as humor, emotion, likable characters, and clear primary message communication.

Gorilla Glue – Clear problem/solution ad

First up, the Gorilla Glue ad. This ad had many elements that make an ad successful – humor, surprise, the brand being the hero integrated into the story, and a clear focus on a single message.

Dawn Ad: Saving Wildlife Emotion and Corporate Responsibility

Next, we have the Dawn ad. This ad was emotional and unique, showcasing the brand's corporate responsibility while effectively cleaning tough stains. Though the brand wasn't as integrated into the story from the start, it was still the hero of the story.

The Walking Dead Road To Survival: Engagement and interest

Finally, the Walking Dead Road to Survival ad was created with a goal of creating interest in the game. As a result, it relied heavily on suspense and emotional engagement to get consumers to download the app.

So, how can you make sure your video ad is effective and connects with your audience? Before you start, think about the consumer need you're addressing, the goal of the ad, and what success looks like. Then, consider how you'll execute the idea and which elements from the list above will help translate the idea into a creative. Finally, test a few ideas or storyboard ads to decide which one best meets your goals and test the finished product to see if it's a hit with your audience.

Want to learn more about Ad Testing or how to make your video ad stand out? Contact us at athos@lab42.com or schedule a call with us.