Video ad editing services

How the service runs

1. 01

   Ad brief

   Goal, offer, placements, tests planned.

   Output: Brief

2. 02

   Master edit

   The main ad, approved first.

   Output: Master

3. 03

   Cutdowns and variants

   Shorter versions and test variants.

   Output: Variant set

4. 04

   Checks

   Claims, licences, current specs.

   Output: Checked files

5. 05

   Refresh

   New versions from results.

   Output: Refresh set

What the ad brief covers

The master edit first

The master edit sets the message, visuals, music and ending. Approving it before cutdowns and variants avoids changing every version later. It should already work without sound and show the brand early. Check the landing page matches it.

Labelled variants

Each variant should change one element, such as the hook or the message, with everything else held constant, and be named to show what it tests. A short sheet listing every file and its test helps whoever uploads them and makes results easy to read.

Working with your ads manager

Whoever runs your ads knows the placements, the tests and the results. Including them in the brief means files arrive in the right shapes and lengths, and sharing results afterwards means the next edits build on what worked.

Warning signs in a video ad service

• Variants that change everything

  Tests cannot be read.

• Music licensed for posts only

  Not cleared for paid ads.

• Specs from memory

  Files rejected by the platform.

• Promises of ad results

  Editing cannot guarantee performance.

Example: ad edits for a language school

What you should receive

Claims and terms

The service should check that prices, offers and claims in the ad match what you can support and what the landing page says. Regulated sectors may have specific advertising rules; confirm with your adviser before files are delivered.

Refreshes

Ads can lose effect as audiences see them repeatedly. Refreshes build on the winning variant: a new hook, a new visual or an updated offer. Agree how refreshes are priced and how quickly they can be turned round. Keep the test sheet updated with what each refresh tried.

Ownership

Final ad files, the master and project files should be yours. Keep the test sheet with them, so future refreshes know what has already been tried. Ask for an export of everything at the end.

Cutdowns for placements

Different placements suit different lengths and shapes. The service should cut shorter versions that still carry the hook, message and action, and reframe each for vertical or square as needed. A cutdown is a new edit, not just a trim of the end, because the important parts must fit into less time.

Current specifications

Ad platforms change their video specifications. The service should check each platform's current help when exporting and flag anything that has changed since the brief.

Reviewing ad files

Review each file on a phone with sound off, as some viewers will see it. Check that the brand and offer appear early, captions are accurate and the ending matches the ad's button.

Brand consistency

Every version should use your brand colours, fonts and caption style, so tests compare content rather than look.

Turnaround

Agree delivery dates that leave time for your review and the platform's ad review before the campaign starts.