CTA (call to action)
Also called: call to action
A CTA is the instruction that tells the viewer what to do next, such as "Shop now" or "Try it free".
Video ads usually have two: the spoken or on-screen CTA at the end of the video, and the platform's CTA button. They work best when they match and when they name a clear benefit, not just an action.
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Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.