A good ad:
Connects with its audience
Is memorable and easily recalled
Provides information quickly and succinctly
Doesn’t confuse the viewer or make them hunt for the pertinent information
Calls the viewer to action
It’s okay to have white spaces, pauses, slow pans, or other elements that some might call a “waste” of space. Effective advertising does not lambaste the viewer with information; it allows room for the message to get the audience’s attention and connect.