In this blog, we will explore five advanced video ads frameworks that empower you to create high converting ads. With these strategies, you’ll effectively communicate to your highly aware prospects that your product is the ideal solution for their needs, compelling them to take action now.
Understanding Your Audience
A highly sophisticated, product aware audience exists in a highly competitive market, where numerous products or services offer similar solutions.
At this level of market sophistication, consumers are no longer just discovering options —they are fully aware of the range of alternatives available. This means they’ve already been exposed to multiple pitches and are familiar with how your product compares to others. The challenge here is standing out in a crowded landscape.
But how can you stand out in a sea full of competitors? In addition to understanding your audience and knowing what they’re looking for, you need a clear message that emphasizes your product’s benefits, builds trust, and demonstrates superiority.
That’s why, at Primer, we’ve developed five advanced video ads frameworks that will help you create compelling ads to capture the attention of these discerning prospects, proving that your product is the perfect fit for their needs and encourages them to hit the “Shop Now” button.
| Framework Finder | Highly Sophisticated |
| Product Aware | Frameworks: TPE, QUEST, FOMO, SUE, HIW Emphasize the advanced features and integrations of your product Provide in-depth case studies, believable positive results, ROI calculators, etc… |
1. TPE: Technical – Practical – Emotional
The TPE Framework is a fresh approach that combines technical details with practical tips and a touch of emotion. It’s a great way to make your videos stand out and capture your audience’s attention.
- Technical: Showcase the product’s features, showing its superior capabilities.
- Practical: Demonstrate the practical applications or use cases
- Emotional: Appeal to the audience’s desires, aspirations, or pain points, building an emotional connection
Why it works: Sophisticated audiences are looking for clear, compelling reasons to choose your product. Features highlight the unique aspects they can’t find elsewhere, while practical use cases show how your product fits seamlessly into their lives. The emotional connection then bridges the gap, appealing to their deeper needs or aspirations.
Example: a fitness brand could begin by showcasing the advanced technology in its equipment (e.g., unique resistance technology). It then shows how the equipment can improve workout efficiency (practical use case), and finishes by connecting with the audience’s desire for a healthier lifestyle (emotional appeal), urging them to take action with a powerful CTA.
| Section | Element | Captions & Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Technical Features | |||
| 3 | Use Cases | |||
| 4 | Emotional Benefits, Desires, or Feelings | |||
| 6 | Ending / CTA |
2. QUEST: Qualify – Understand – Educate – Stimulate – Transition
The QUEST Framework is your secret weapon to guide your audience from problem to solution, positioning your product as their trusted advisor.
- Qualify: Identify the specific problem or need your audience is facing.
- Understand: Show empathy by acknowledging the audience’s pain points.
- Educate: Introduce your product as the solution and explain how it addresses their concerns.
- Stimulate: Build excitement by demonstrating benefits and results.
- Transition: Create clarity on the next steps and what’s needed to move forward.
Why it works: QUEST is a journey, guiding the audience step by step from identifying their problem to embracing your product as the answer.
By qualifying their specific needs and understanding their problems, you make the audience feel understood. Education on the product’s unique benefits, followed by stimulation through proof and value, builds interest. Finally, the transition offers a smooth push to act, with a clear call to action.
Example: Imagine you’re a skincare brand. Your QUEST ad is for your star product: a serum for hyperpigmentation (qualifying your audience), you show empathy by expressing how frustrating can be to find a product that works (understanding), then you teach your viewers about the formula of the serum (educate) and stimulate interest by showcasing glowing testimonials and before-and-after results (stimulation). To finish, you add a powerful CTA (transition).
| Section | Element | Captions & Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Qualify | |||
| 3 | Understand | |||
| 4 | Educate | |||
| 5 | Stimulate | |||
| 6 | Transition / CTA |
3. FOMO: Fear of Missing Out
Have you ever felt that intense urge to be at an event with your friends, terrified of missing out? Well, that’s exactly how this framework works.
It leverages that same urgency, pushing your audience to engage before it’s too late and highlighting why your product is essential for staying in the loop.
- Create a feeling of exclusivity or limited-time access.
- Highlight the benefits that others are experiencing from your offering.
- Suggest a potential regret: if you don’t act now, you will miss it!
Why it works: FOMO works by creating a sense of exclusivity and urgency, appealing to sophisticated buyers who want to stay on top of trends and avoid missing valuable opportunities.
Example: A popular music festival announcing its lineup for an upcoming event. They could emphasize how quickly tickets are selling out, showcase enthusiastic social media posts from fans who have already purchased theirs, show previous events and create an exciting sense of urgency that makes potential attendees think, “I can’t miss this experience!”
| Section | Element | Captions & Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Trend or Popularity Statement | |||
| 3 | Showcase Demand | |||
| 4 | Product Intro | |||
| 5 | USP | |||
| 6 | Urgency | |||
| 7 | Ending / CTA |
4. SUE: Scarcity – Urgency – Exclusivity
This framework motivates consumers to act quickly and feel privileged to be part of an exclusive offer.
- Scarcity: Show limited availability to encourage immediate action.
- Urgency: Create a sense of urgency through deadlines, countdown timers, or “limited-time offers.”
- Exclusivity: Make the offer feel special and unique, something others may not have access to.
Why it works: This framework effectively taps into the sophisticated audience’s desire for unique and valuable experiences, inspiring them to take action.
Example: A luxury watches brand is offering a limited edition watch for Christmas (scarcity). The watches will be available for pre-order for a limited time (urgency). The watch will feature exclusive features that will not be available in future models (exclusivity).
| Section | Element | Caption & Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity | |||
| 5 | Ending / CTA |
5. HIW: How It Works
This framework motivates consumers to act quickly and feel privileged to be part of an exclusive offer.
- Use a Hook with an intriguing fact or question
- Walk the audience through how the product works, highlighting key benefits at each stage.
- Show the product in action to reinforce your points.
Why it works: The HIW framework works because it provides clear, detailed insight into how the product functions and why it is superior. Product aware, sophisticated audiences appreciate a logical, fact-based explanation and value proof of functionality.
Example: in this case, the video starts with a question, followed by a step-by-step explanation of how to use the product while demonstrating its use. To finish, there is social proof showing how much people love the product.
| Section | Element | Caption and Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Product Intro | |||
| 3 | Explanation / Benefits | |||
| 4 | Demo | |||
| 5 | Ending / CTA |
Time to Make a Move
Each of these video ads frameworks acknowledges the depth of awareness and sophistication in the audience by providing logical reasoning, building trust through social proof, and offering emotional or psychological triggers to prompt immediate action.
The effectiveness of these strategies lies not only in their structure, but also in your implementation. Be authentic, deliver genuine value, and always appreciate your audience’s intelligence. Test your creatives as much as you can to get even better results.
Start implementing these frameworks today to watch your conversions grow.
Get Video Ads with These Frameworks Crafted By Growth Experts
In the competitive realm of DTC marketing, these video ads frameworks serve as your secret arsenal for engaging even the most discerning and informed audiences. By mastering and utilizing TPE, QUEST, FOMO, SUE, and HIW, you’re not merely selling a product—you’re creating captivating stories that resonate with your audience’s needs and aspirations.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
