Video ad pre-launch checklist
Before launching a video ad, check four things: the file meets the placement's specs and safe zones, the ad communicates muted, every claim is true and disclosed, and tracking and naming are in place to measure it. Most wasted spend comes from problems that a ten-minute review would have caught.
Updated
Format and specs
- Ratio matches the placement; no unintended letterboxing.
- Resolution meets the platform's minimum, ideally its recommendation.
- Length is within limits, and the right length for the message.
- Text, logo and product sit inside the safe zone in the platform preview.
- File type and size are accepted.
Message
- The hook lands in the first one to three seconds.
- The ad makes sense with the sound off.
- Captions are accurate and timed.
- There is one clear call to action, on screen.
- Primary text and headline add to the video rather than repeat it.
Claims and compliance
- Every factual claim is true for the product as sold, with evidence on file.
- Prices, offers and deadlines are current and accurate.
- Paid creators, partnerships and incentives are disclosed.
- AI-generated presenters or media follow the platform's labelling rules and are not presented as real customers.
- Category-specific rules have been checked: health, finance, housing, employment, alcohol.
Measurement
- Conversion tracking fires on the landing page or app event.
- The landing page matches the ad's message and offer.
- The ad name encodes concept, hook, format and ratio.
- The test's success metric and attribution window are decided.
- A baseline is recorded so results can be compared.