The article contains substantiated criteria for the quality of an advertising video using the Saaty hierarchy analysis method. Thanks to the proposed recommendations, the enterprise can prioritize the video content development process and focus more on the significant criteria that affect the final result. The equivalence of the influence on the quality of the video of such criteria as the level of personnel qualifications, the quality of the script, the price and speed of creation, technical equipment has been proved. Other criteria are less important, but have their own contribution.