In an awareness campaign, what should Display and Video focus on?

• A. Focus on brand attributes or product value proposition.
• B. Use brand search terms.
• C. Include a direct call-to-action such as buy now.
• D. Display and video: focus on storytelling around the brand.

Answer: (D)

In awareness campaigns, the power of Display and Video comes from storytelling around the brand. These formats are about creating a connection, memory, and positive feelings that make people recall the brand later. Telling a story lets you convey who the brand is, what it stands for, and how it fits into people’s lives, often through emotion, context, and imagery. That emotional resonance helps build brand lift and ad recall, which are the primary goals of awareness efforts.

Direct calls to buy now push immediate action, which is more aligned with consideration or conversion campaigns rather than pure awareness. Similarly, focusing on specific brand attributes or product value propositions is useful, but storytelling elevates the brand experience and creates a lasting impression. Using brand search terms is more about intent-driven discovery, not the broad recognition aim of a display/video awareness effort.