Most of our videos end at around 40 seconds, and the music stops at around 20 secs.
The reason is because we basically want the viewer to take action before the 30 second mark, which is when the view officially gets counted and the advertiser has to pay for it.
So, everything in the templates are there for a reason. The music, the timing, the visual elements and then combining that with a great message makes it all come together to work really well.
And, by turning the music down at the CTA, it sends a subconscious message to the viewer that there is nothing more to be seen. This encourages them to click the ad before the 30 seconds are up.