DIRECTV Advertising has developed key creative best practices to keep in mind while setting up your campaign:
Test multiple creative lengths (15s vs. 30s)
Refresh creative every 4–6 weeks
Use subtitles or on-screen text
Show the brand within the first 3 seconds to avoid over-branding at the end
Make the value proposition clear
Simple call-to-action placed on screen, not just audio
When audio is included, be sure it's strong and effective as many viewers are multitasking