Of course, most of you are very familiar with these kind of things especially when YouTube came to the scene during the '05. But do most of you benefit from it? If yes, then good for you! But if no, then you have a long way to go my friend.
In creating a Video Ad, people expect you to entertain them. Catch their attention. So to go on with that list, here's a few things to keep in mind.
1. Sound - this is important since when the background music covers the narration, people do not understand what you are advertising or mentioning. This could be crucial since if you are mentioning a problem that you intend to solve with your product then you might want to consider what sound will you mix with that. Plus, a catchy or attractive tune always gets the viewers. It may be because their child is repeatedly singing them or they themselves have become victim to that song from your Video Ad! A case most commonly known as "Last Song Syndrome".
2. Clips - Of course, a video ad without a video clip is and NEVER will be a Video Ad. Though, some often forgot to choose the proper clips for the proper scene, you should always consider the transition, and how relevant the clip is. Do you think people will like something that is technically and fictionally unrelated to the product or idea you want to emphasize?
3. Concept - If you are trying to sell Headphones, will you fill your video with clips of junk and garbage bins? Of course not! In a Video Ad, if you're selling or introducing something that your viewers could not actually feel at the exact moment they watch your video, you should attract them by the aesthetics and the capabilities of the product. You might even want to use role models or someone who is already at the showbiz industry to promote your product. That actually helps especially if there are avid fans who might have gotten a glimpse of your ad with their idol.
Basically, what I mention above are the basic necessities for a Video Ad, but you should use it with proper knowledge. A proper timing for a clip is way better than an irrelevant ad with poor creativity.