Retailers of any kind, either web-based or a bricks and mortar establishment need a way to communicate faster and more vividly. Undoubtedly, video is the medium to do it. The components of that ad consist of a script, a professional voice to speak the words in the script, some background music that complements the message and then video and/or images that enhance it. This package is called a video ad. Online, "branding" messages or TV commercials are not what work. What works are direct statements about what you have to offer and how to get it. That is all you need. You goal in any web video ad should be to "hook" and "cause them to act, based upon your call to action."
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