Common questions about End Cards, answered.
What is an end card?▾
An end card is the closing frame or screen of a video ad — the final few seconds that summarize the message and direct the viewer to act, often with the brand, offer, and a clear call to action. It's the conversion moment of the ad: the point where an engaged viewer is told exactly what to do next, whether that's tap to install, shop now, or learn more.
What should an end card include?▾
The essentials for the next step: the brand/logo, a concise value reminder or offer, and a single clear call to action that matches the campaign goal. Keep it uncluttered and on-screen long enough to read and act on. On interactive platforms it may include a tappable button or app-store badge. The end card should make the desired action obvious and frictionless, not introduce new information.
How do end cards affect conversions?▾
They convert the attention the ad earned into action. A video can hook and engage perfectly, but without a clear closing prompt many viewers simply scroll on. A focused end card with an unmistakable CTA captures that intent at the moment the viewer is most persuaded, which is why a strong end card often lifts click-through and conversion noticeably versus an ad that just trails off.
How long should an end card stay on screen?▾
Long enough to read the message and act — typically a few seconds. Too brief and viewers miss the CTA; too long and it drags after the story is over, especially in short-form. On skippable or interactive formats, ensure the CTA and any tappable element are present while the viewer is still watching. Test the duration as part of the creative, since the right length varies by format and message complexity.
Is an end card the same as a call to action?▾
Closely related but not identical. The call to action is the specific instruction ('Shop now', 'Install'); the end card is the closing screen that delivers it along with the brand and value reminder. A CTA can also appear earlier or as an overlay throughout the ad. Think of the end card as the dedicated final frame whose main job is to present the CTA cleanly at the decisive moment.
