In a Consideration Campaign, Display and Video focus on?

• A. Display and video: focus on brand attributes or product value proposition.
• B. Display and video: focus on storytelling around the brand.
• C. Use generic search terms.
• D. Emphasize a direct sales offer.

Answer: (A)

In a Consideration Campaign, the goal is to shape how people perceive your brand and what the product offers as they evaluate options. Display and Video are ideal for communicating the brand’s attributes and the product’s value proposition in a visually engaging way, helping potential customers understand why this brand matters and what makes the product compelling. This approach builds interest and recall that can move someone from consideration toward action.

Storytelling around the brand is valuable, but the strongest fit here is presenting the concrete attributes and value proposition so viewers can quickly grasp what differentiates the product. Using generic search terms isn’t the primary function of Display/Video in this stage, since those formats are about broad reach and visual impact rather than capturing immediate search intent. Emphasizing a direct sales offer shifts focus to immediate conversions, which is more aligned with later stages or direct-response goals rather than shaping consideration.