What type of video still is best for an advertisement?

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What type of video still is best for an advertisement?

Answer -  Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard.
GA
Gaurav Arora, Digital Media Lead. 10+ years running paid media and tracking for brands in the USA, UK and Canada.