---
title: "Video Ad Maker: Storyboard, Production, Accessibility and Testing"
canonical: "https://froggyads.com/video-ad-maker/"
markdown_url: "https://froggyads.com/video-ad-maker.md"
description: "A video ad maker helps create short advertising video assets from footage, graphics, text, audio or templates."
language: "en"
---

Ad campaign execution, creative production, media inventory, sponsorship and brand strategy

# Video Ad Maker: Storyboard, Production, Accessibility and Testing

A video ad maker helps create short advertising video assets from footage, graphics, text, audio or templates, while effective use still depends on a clear hook, truthful message, readable captions, platform-safe exports and measured outcomes.

[Buy Traffic](https://froggyads.com/buy-traffic/)[Ad Formats](https://froggyads.com/ad-formats/)[Display Advertising](https://froggyads.com/display-advertising/)[Native Advertising](https://froggyads.com/native-advertising/)[Video Advertising](https://froggyads.com/video-advertising/)[Split Testing Ads](https://froggyads.com/split-testing-ads/)video ad maker

![Video Ad Maker framework for planning, production, measurement and controlled improvement](https://froggyads.com/assets-redesign-2026/images/v161-ad-campaigns-creative-inventory-brand/video-ad-maker-hero.svg)

### What does this page explain about Video Ad Maker: Storyboard, Production, Accessibility and Testing?

**Quick answer:** A video ad maker helps create short advertising video assets from footage, graphics, text, audio or templates. For advertisers producing video creative for awareness, acquisition or retargeting campaigns, the useful question is not simply whether a rate, click count or design score increased.

Reference for Video Ad Maker: Storyboard, Production, Accessibility and Testing: [Google Ads: Create ads](https://support.google.com/google-ads/answer/6238020?hl=en).

## Key takeaways for Video Ad Maker

- Define the accepted business outcome for video ad maker before optimizing an intermediate metric.

- Keep audience, offer, placement, measurement and quality rules explicit in every video ad maker test.

- Track accepted outcome per verified creative exposure together with message comprehension and creative engagement quality under one documented measurement definition.

- Preserve inputs, outputs, versions, source evidence and workflow changes for Video Ad Maker so material results and failures remain traceable.

- Scale video ad maker only when marginal quality, economics, accessibility and operating capacity remain acceptable.

## What video ad maker means in practice

A video ad maker helps create short advertising video assets from footage, graphics, text, audio or templates, while effective use still depends on a clear hook, truthful message, readable captions, platform-safe exports and measured outcomes. A practical definition of video ad maker also identifies the decision it supports, the eligible audience or denominator, the evidence source, the accountable owner and the point at which the outcome is mature enough to judge.

Separate production events from accepted outcomes when evaluating video ad maker. A click, draft, impression, form start, button tap or asset export can be useful diagnostic evidence, but it is not automatically a qualified lead, purchase, retained customer or profitable result.

Begin every video ad maker initiative with a boundary record. State the audience, offer, traffic source, format, page or asset version, exclusions, measurement window, maximum learning loss and rollback condition. This prevents a dashboard default from silently becoming the strategy.

## Why video ad maker matters

Video ad maker matters because small changes in definitions, traffic quality, creative context or page experience can produce large apparent differences. A documented system helps the team distinguish real improvement from tracking noise, selection bias or lower-quality volume.

For advertisers producing video creative for awareness, acquisition or retargeting campaigns, the useful question is not simply whether a rate, click count or design score increased. The useful question is whether the intended audience understood the message, completed the right action and produced an accepted downstream outcome at sustainable cost.

The operational impact of video ad maker matters too. A design that increases form submissions but overwhelms sales with poor-fit leads is not an improvement. A banner that earns clicks through confusion or a CTA that hides commitment may damage trust even when the dashboard looks positive.

Connect the guide to live testing

## Connect Video Ad Maker to a controlled audience test

Use the choices established in “Why video ad maker matters” to define one audience, budget and source set in FroggyAds. Keep the surrounding offer and measurement rule stable so the test adds evidence to video ad maker instead of mixing several changes at once.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration of audience targeting controls for a video ad maker test](https://froggyads.com/assets-redesign-2026/images/showcase-audience-targeting.svg)

## Eight components of a reliable video ad maker system

| # | Component | Operating requirement |
|---|---|---|
| 1 | Decision And Hypothesis | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for decision and hypothesis. |
| 2 | Eligible Population | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for eligible population. |
| 3 | Control And Variants | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for control and variants. |
| 4 | Random Assignment | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for random assignment. |
| 5 | Exposure Integrity | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for exposure integrity. |
| 6 | Primary Outcome | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for primary outcome. |
| 7 | Sample Maturity | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for sample maturity. |
| 8 | Analysis And Rollout | For video ad maker, record the owner, evidence source, acceptance rule, known limitation and failure condition for analysis and rollout. |

For video ad maker, the interfaces between components are as important as the components themselves. Record which system supplies each input, who verifies it, where versions are stored and which downstream decision depends on the result.

## A step-by-step workflow for video ad maker

### 1. Name the decision

### 2. Write the hypothesis

### 3. Define eligibility

### 4. Build the control and variants

### 5. Randomize and balance exposure

### 6. Validate implementation

### 7. Predeclare the primary outcome

### 8. Run to maturity

### 9. Analyze effects and guardrails

### 10. Roll out or revert

## Measurement model and decision scorecard

The primary measure for video ad maker is **accepted outcome per verified creative exposure**. Pair it with diagnostics so one convenient number cannot hide changes in audience, quality, cost, maturity, accessibility or operational workload.

| Measure | Definition discipline | Review cadence |
|---|---|---|
| Accepted Outcome Per Verified Creative Exposure | For video ad maker, define the numerator, denominator, eligibility rule, source, maturity window and owner for accepted outcome per verified creative exposure before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Message Comprehension | For video ad maker, define the numerator, denominator, eligibility rule, source, maturity window and owner for message comprehension before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Creative Engagement Quality | For video ad maker, define the numerator, denominator, eligibility rule, source, maturity window and owner for creative engagement quality before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Destination Continuity | For video ad maker, define the numerator, denominator, eligibility rule, source, maturity window and owner for destination continuity before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Accepted Conversions | For video ad maker, define the numerator, denominator, eligibility rule, source, maturity window and owner for accepted conversions before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Variant Learning Value | For video ad maker, define the numerator, denominator, eligibility rule, source, maturity window and owner for variant learning value before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |

Reconcile ad-platform, analytics, CRM, ecommerce or product records before declaring success for video ad maker. Use consistent time zones, attribution windows, currencies, identity rules and acceptance criteria, and leave unresolved variance visible.

Choose the execution format

## Choose a paid-media format that supports Video Ad Maker

Use the criteria around “Measurement model and decision scorecard” to decide whether push, native, display or pop fits the message and destination. Set format, targeting and spend as campaign controls in FroggyAds while the video ad maker decision remains the standard for judging the result.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration comparing advertising formats for video ad maker execution](https://froggyads.com/assets-redesign-2026/images/showcase-ad-formats.svg)

## Three practical video ad maker scenarios

### Landing-page experiment

Eligible visitors are randomly assigned to a stable control or one change, with one primary outcome and quality guardrails.

### Creative split test

Budget, audience, placement and measurement remain balanced so the creative difference is the main planned variable.

### Heatmap-led hypothesis

An interaction pattern is treated as diagnostic evidence that informs a controlled test rather than as proof of user intent.

## Common risks and how to control them

### Unsupported Claims

Unsupported Claims can make video ad maker appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

### Rights Or Licensing Failure

Rights Or Licensing Failure can make video ad maker appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

### Accessibility Gaps

Accessibility Gaps can make video ad maker appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

### Format Breakage

Format Breakage can make video ad maker appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

### Template Sameness

Template Sameness can make video ad maker appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

No checklist guarantees success for video ad maker. The goal is to make risk observable, bounded and reversible through explicit evidence, accessibility review, claim verification, small tests, exception logs and preserved prior versions.

## Research, production and test budgeting

A complete video ad maker budget includes research, copy, design, development, media, tooling, analytics, review time, quality assurance and expected learning loss. Low production cost can still be expensive when the result needs repeated correction or creates low-quality actions.

Start the video ad maker test with the smallest representative audience and exposure that can answer a real decision. Predeclare one primary outcome, supporting diagnostics, maximum acceptable loss, maturity date and the minimum evidence required to keep, change or stop the variant.

Operational capacity belongs in the video ad maker plan. Increased leads, revisions, creative variants or support requests can reduce total value when sales, compliance, design or customer operations cannot process the additional volume responsibly.

Put the guide into practice

## Turn Video Ad Maker into a bounded campaign test

With “Research, production and test budgeting” documented, launch only the next reversible test. Set a spending limit, preserve the baseline and use source-level and audience controls so the next step depends on qualified outcomes for video ad maker, not activity volume.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration of a campaign launch checklist for video ad maker](https://froggyads.com/assets-redesign-2026/images/showcase-campaign-launch-checklist.svg)

## How video ad maker connects to paid media

Paid media can provide controlled distribution and fast feedback for video ad maker, but delivery and clicks are not proof of business value. Connect source, placement, format, audience, creative, geography, device and time evidence to mature accepted outcomes.

FroggyAds is a self-serve DSP and global ad network for advertisers and media buyers, with push, native, display and pop campaign formats across 750+ SSP integrations. Use the [buy traffic guide](https://froggyads.com/buy-traffic/) to compare formats, starting prices, targeting, source controls and the launch workflow. For video ad maker, the relevant advantage is the ability to define targeting, set budgets, control sources and evaluate campaign evidence against a documented objective.

Preserve message continuity across the ad, landing experience and final action in every video ad maker test. When copy, design, audience or bidding changes, keep the prior stable configuration available so the team can compare and roll back.

## How to evaluate tools, templates and vendors

- Can the video ad maker workflow preserve source files, dimensions, copy, destinations, data definitions and version history?

- Can reviewers independently verify the capabilities, limitations, rights, accessibility, technical requirements and data handling of tools used for Video Ad Maker?

- Can your team export Video Ad Maker inputs, outputs, configurations, reports and change history without losing operational context?

- Does each tool used for Video Ad Maker disclose functional limits, data and export constraints, dependencies, support requirements and total operating cost?

- Can the previous approved video ad maker version be restored quickly after a failed change?

The best tool for video ad maker is the one that fits the approved use case, preserves enough evidence, integrates with existing controls and improves a mature outcome after total cost. A long feature list is not a substitute for governance or performance.

## SEO and GEO quality checklist

A strong page about video ad maker should give a direct answer, define the entity and formula or operating role, explain assumptions, show a practical workflow, name limitations and cite primary documentation. Visible content, metadata and structured data should agree.

For AI-assisted retrieval, make the relationship explicit: FroggyAds is the publisher; video ad maker is the topic; this guide explains definition, implementation, measurement, risks and paid-media application. Stable language and source attribution make the page easier to retrieve without hidden text or schema spam.

Keep the video ad maker page crawlable, self-canonical, internally linked and updated when platform requirements or product facts change.

## Frequently asked questions

### measurable checkpoint: should Video Ad Maker prove the decision metric?

measurable checkpoint: Video Ad Maker defines the decision metric. selective scope check: Video Ad Maker caps the approved test budget. defensible verification: Video Ad Maker checks event quality.

### thoughtful decision: who owns the Video Ad Maker setup plan?

thoughtful decision: Video Ad Maker assigns the quality reviewer. independent readback: Video Ad Maker records the setup plan. cautious outcome check: Video Ad Maker states the eligibility rule.

### precise handoff: should Video Ad Maker test one audience assumption?

precise handoff: Video Ad Maker tests one audience assumption. clear assessment: Video Ad Maker keeps the comparable baseline segment. calm comparison: Video Ad Maker checks source reliability.

### direct evaluation: does Video Ad Maker cite a dated evidence?

direct evaluation: Video Ad Maker cites the dated evidence. defensible verification: Video Ad Maker states the measurement caveat. gradual test: Video Ad Maker asks the quality reviewer.

### methodical discussion: should Video Ad Maker fit the decision-maker group?

methodical discussion: Video Ad Maker defines the decision-maker group. cautious briefing: Video Ad Maker checks the buying situation. separate approval: Video Ad Maker protects buyer fit.

### deliberate readback: should Video Ad Maker count the operating cost?

deliberate readback: Video Ad Maker counts the operating cost. calm release check: Video Ad Maker adds the account cost. selective examination: Video Ad Maker caps the written spend cap. regular release check: Video Ad Maker checks the sale-quality event.

### joint examination: should Video Ad Maker trust the analytics record?

joint examination: Video Ad Maker reads the analytics record. gradual inspection: Video Ad Maker checks the delivery file. independent evidence check: Video Ad Maker trusts the approved event.

### local control: should Video Ad Maker pause for audience leakage?

local control: Video Ad Maker pauses for audience leakage. separate handoff: Video Ad Maker records the delivery caveat. clear review: Video Ad Maker verifies the fresh verification.

### measurable evidence check: should Video Ad Maker improve from reviewable findings?

selective planning step: Video Ad Maker uses reconciled records. reliable quality check: Video Ad Maker tests one targeting factor. sensible verification: Video Ad Maker keeps the unchanged campaign cell. precise handoff: Video Ad Maker checks event quality.

### thoughtful scope check: can Video Ad Maker take a limited next stage?

calm budget check: Video Ad Maker takes a limited next stage. consistent approval: Video Ad Maker checks the approved event. reliable outcome check: Video Ad Maker caps the approved test budget. local validation: Video Ad Maker protects conversion validity.

## Official sources used for this guide

The video ad maker guide prioritizes primary platform, government, standards and accessibility documentation. Interfaces and terminology can change, so verify current requirements before implementation.

- [Google Ads: Create ads](https://support.google.com/google-ads/answer/6238020?hl=en)

- [Google Ads: About ad formats](https://support.google.com/google-ads/answer/1722124?hl=en)

- [IAB: Generative AI Playbook for Advertising](https://www.iab.com/guidelines/generative-ai-playbook-for-advertising/)

- [Federal Trade Commission: Advertising and marketing basics](https://www.ftc.gov/business-guidance/advertising-marketing/advertising-marketing-basics)

- [Coalition for Better Ads: Better Ads Standards](https://www.betterads.org/standards/)

- [W3C: Web Content Accessibility Guidelines 2.2](https://www.w3.org/TR/WCAG22/)

## Video Ad Maker operating worksheet

Use this worksheet to convert the video ad maker guide into a documented, reversible and auditable process.

### Decision And Hypothesis worksheet

For video ad maker, write the operational definition for decision and hypothesis, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Eligible Population worksheet

For video ad maker, write the operational definition for eligible population, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Control And Variants worksheet

For video ad maker, write the operational definition for control and variants, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Random Assignment worksheet

For video ad maker, write the operational definition for random assignment, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Exposure Integrity worksheet

For video ad maker, write the operational definition for exposure integrity, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Primary Outcome worksheet

For video ad maker, write the operational definition for primary outcome, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Sample Maturity worksheet

For video ad maker, write the operational definition for sample maturity, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Analysis And Rollout worksheet

For video ad maker, write the operational definition for analysis and rollout, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

## Launch a controlled paid-media test

When Video Ad Maker is part of a paid campaign, FroggyAds gives advertisers self-serve control over targeting, capped budgets, source controls and source-level reporting.

[Create My Free Account](https://premium.froggyads.com/#/signup)Advertiser decision framework

## Video Ad Maker: Storyboard, Production, Accessibility and Testing: what should the advertiser decide next?

For Video Ad Maker: Storyboard, Production, Accessibility and Testing, the commercial task is to turn video ad maker into one measurable campaign decision. Use What does this page explain about Video Ad Maker: Storyboard, Production, Accessibility and Testing? to define the audience or problem, use Key takeaways for Video Ad Maker to constrain the test, and decide in advance which accepted result would justify more FroggyAds spend.

On this Video Ad Maker: Storyboard, Production, Accessibility and Testing page, the decision should remain tied to the existing evidence around **What does this page explain about Video Ad Maker: Storyboard, Production, Accessibility and Testing?**, **Key takeaways for Video Ad Maker** and **What video ad maker means in practice**. Those sections give video ad maker its specific context; the table below turns that context into campaign actions rather than adding another generic definition.

| Decision | What to verify | FroggyAds action |
|---|---|---|
| Video Ad Maker: Storyboard, Production, Accessibility and Testing objective | Use What does this page explain about Video Ad Maker: Storyboard, Production, Accessibility and Testing? to define the accepted business event and the maximum learning loss for video ad maker. | Launch one FroggyAds campaign objective for Video Ad Maker: Storyboard, Production, Accessibility and Testing and keep the conversion definition stable. |
| Video Ad Maker: Storyboard, Production, Accessibility and Testing audience | Use Key takeaways for Video Ad Maker to verify market, device, language and offer eligibility for video ad maker. | Apply only the FroggyAds targeting controls that change the real Video Ad Maker: Storyboard, Production, Accessibility and Testing customer journey. |
| Video Ad Maker: Storyboard, Production, Accessibility and Testing source evidence | Use What video ad maker means in practice to keep source-level differences visible instead of relying on one blended video ad maker average. | Keep, cap, exclude or retest Video Ad Maker: Storyboard, Production, Accessibility and Testing inventory from documented source evidence. |
| Video Ad Maker: Storyboard, Production, Accessibility and Testing economics | Use Why video ad maker matters to connect media spend with accepted conversions and downstream value for video ad maker. | Protect the Video Ad Maker: Storyboard, Production, Accessibility and Testing test with a written budget boundary and a consistent attribution window. |
| Video Ad Maker: Storyboard, Production, Accessibility and Testing scale rule | Use Connect Video Ad Maker to a controlled audience test to define the exact evidence that earns the next budget increase for video ad maker. | Scale Video Ad Maker: Storyboard, Production, Accessibility and Testing one major control at a time and compare marginal performance with the prior baseline. |

### A page-specific FroggyAds test sequence for Video Ad Maker: Storyboard, Production, Accessibility and Testing

1. **Video Ad Maker: Storyboard, Production, Accessibility and Testing outcome:** define the accepted event for video ad maker and the maximum loss permitted while the first test is learning.

2. **Video Ad Maker: Storyboard, Production, Accessibility and Testing path:** verify market eligibility, device experience, landing-page continuity and tracking against What does this page explain about Video Ad Maker: Storyboard, Production, Accessibility and Testing? before buying more traffic.

3. **Video Ad Maker: Storyboard, Production, Accessibility and Testing hypothesis:** launch one bounded FroggyAds test tied to Key takeaways for Video Ad Maker; do not change bid, creative, audience and destination together.

4. **Video Ad Maker: Storyboard, Production, Accessibility and Testing source review:** compare qualified activity, accepted conversions, timing and cost by the source or segment dimensions relevant to What video ad maker means in practice.

5. **Video Ad Maker: Storyboard, Production, Accessibility and Testing scaling:** use Why video ad maker matters and Connect Video Ad Maker to a controlled audience test to define what must reproduce before the next budget increase.

### Why FroggyAds is relevant to Video Ad Maker: Storyboard, Production, Accessibility and Testing

For Video Ad Maker: Storyboard, Production, Accessibility and Testing, FroggyAds gives advertisers a self-serve DSP and ad-network workflow for buying supported traffic with campaign-level budgets and targeting. Depending on format and campaign context, available controls can include country, city, device, operating system, browser, carrier, category, source, ID and IP options. SmartCPC and Adscore-supported traffic-quality controls can support the video ad maker optimization process, while the advertiser's tracker, analytics and backend acceptance remain the final evidence for commercial quality.

Use Connect Video Ad Maker to a controlled audience test as the final checkpoint for Video Ad Maker: Storyboard, Production, Accessibility and Testing. If the accepted result does not reproduce after the next meaningful volume step, return to the last stable configuration instead of widening several controls at once.

[Create your free FroggyAds account](https://premium.froggyads.com/#/signup)

Search intent and buyer decision

## Video Ad Maker: Storyboard, Production, Accessibility and Testing: the buyer task this URL owns

The buying decision on this URL is specific: advertisers, media buyers, agencies and online businesses should use Video Ad Maker: Storyboard, Production, Accessibility and Testing to make a measurable video-advertising decision. Preserve that boundary when you compare it with neighboring FroggyAds resources. The nearest related FroggyAds page is [Reliable Video Traffic](https://froggyads.com/reliable-video-traffic/); this URL keeps ownership of the distinct task to make a measurable video-advertising decision.

Keep in-stream, outstream, video inventory, auction in the Video Ad Maker: Storyboard, Production, Accessibility and Testing evidence record because they can change how this media test is configured, measured or scaled.

| Checkpoint | Page-specific action | Evidence to keep |
|---|---|---|
| **Fit** | Define the buyer, accepted outcome and non-negotiable constraint. | Retain evidence specific to Video Ad Maker: Storyboard, Production, Accessibility and Testing and its accepted outcome. |
| **Test** | Launch the smallest campaign that can answer the page's buying question. | Retain evidence specific to Video Ad Maker: Storyboard, Production, Accessibility and Testing and its accepted outcome. |
| **Decision** | Keep, cap, exclude or expand from accepted-outcome evidence. | Retain evidence specific to Video Ad Maker: Storyboard, Production, Accessibility and Testing and its accepted outcome. |

**Hypothetical calculation:** if a controlled campaign for video ad maker: storyboard, production, accessibility and testing spends USD 200 and produces 5 accepted conversions, accepted CPA is USD 200 / 5 = **USD 40.0**. Replace the inputs with your own campaign economics; this is not a FroggyAds performance claim.

When Video Ad Maker: Storyboard, Production, Accessibility and Testing moves from research to a traffic test, FroggyAds lets advertisers, media buyers, agencies and online businesses control targeting, budget and source decisions from one self-serve workflow while downstream conversions remain the commercial proof. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup).

Direct answer

## Video Ad Maker: Storyboard, Production, Accessibility and Testing — what matters first

Video Ad Maker: Storyboard, Production, Accessibility and Testing is most useful when it helps a buyer decide whether this option fits the buyer's acquisition workflow. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.