3 Types of Video Ads Explained: Brand vs. Direct Response vs. Hybrid

There are three ways to structure a video ad.

Type 1: Brand Awareness Ads

Goal: Make people remember your business exists

What it looks like:

• 30–60 seconds

• Storytelling

• Beautiful production quality

• Focus on emotion and values

• Slow build

Example opening: "At Smith Dental, we've been transforming smiles since 1995..."

The problem: Almost nobody clicks. Nobody calls. It's designed for memory, not action.

This is appropriate for luxury brands (Apple, Tesla) that don't need immediate response. For local services? It can be a waste. These type of ads can be useful when retargeting or building a follower base but the following are better for lead generation.

Type 2: Direct Response Ads

Goal: Get them to click, call, or book RIGHT NOW

What it looks like:

• 15–35 seconds

• Problem statement in first 3 seconds

• Solution shown fast

• Clear CTA (Book now, Call us, Learn more)

• Focus on action

Example opening: "Hiding your smile in photos? You don't have to..."

The advantage: Gets leads. Gets calls. Drives revenue this week.

This is the format that works for dental, physio, gyms, and specialist clinics.

Type 3: Hybrid Ads

Goal: Emotional hook + immediate action

What it looks like:

• 20–40 seconds

• Opens with emotional problem (relatability)

• Shows solution briefly

• Clear CTA

• Balances brand building with conversion

Example: "I couldn't smile without covering my mouth. Then I got implants. Now I smile in every photo. Ready for your transformation? Book now."

The advantage: Builds brand while generating leads. Best of both.

Which One Actually Works for Service Businesses?

Direct response and hybrid.

Here's the math: You don't need 100,000 people to remember you eventually. You need 5 qualified consultations this month. Direct response gets those 5. Brand awareness might get 1 in 3 months.

What to Do This Week

Audit your current ads. Which type are they?

If they're brand awareness, test a direct response version. Keep the same video. Change only the hook and CTA.

Watch what happens.

If you need help with your social media ads in the North East of England, contact us now.