Unleash Your Brand’s Potential with Video: ROI, Creativity & Impact

In today’s world, video advertising has become an indispensable tool for any brand aspiring to success. A clear example is the case of Australia’s Metro Trains, which—with a simple idea for a public transport safety video—achieved extraordinary results. The McCann Melbourne agency transformed that idea into the viral hit “Dumb Ways to Die,” which amassed over 60 million views in just six weeks.

While not every ad video reaches that level of success, the Metro Trains case demonstrates the enormous potential of video to generate tangible results.

Create ad videos with the right message.

1. More Than One Platform

Posting a video on a social network is only the first step toward a successful ad campaign. To achieve tangible results and spectacular ROI, you must go further by creating a comprehensive strategy that captures your audience from awareness through conversion.

Practical examples:

• YouTube ad: Include a CTA in the video or description to direct users to your website or landing page.

• Interactive card: Add a card in the video that lets users subscribe to your channel or download a valuable resource.

Don't limit yourself to one platform. Leverage the power of different social networks and video platforms to reach a broader audience. Adapt your content’s style and format to each platform for maximum impact.

2. Customize for Each Platform

Each platform has its own characteristics and audience. Research the platforms you'll use thoroughly and create platform-specific content. For example, if your target audience is young, Instagram can be an excellent choice. If your audience is more professional, LinkedIn may be a better fit.

A clear example is the success of Dollar Shave Club’s ad video, which achieved massive impact in just two days. By surveying customers, they identified that their buyer base was aged 20–30. Using this insight, they launched a YouTube video that generated over 12,000 new sign-ups within 48 hours. This case exemplifies how a well-thought-out approach can yield impactful digital marketing results.

3. Hook First, Sell Later

A well-constructed narrative can deliver better results than simple promotion.

Unlike traditional promotional advertising focused on discounts and deals, storytelling can transform how your audience views your product or brand.

Through compelling visual storytelling, you can present your product from a unique angle, sparking interest and emotion in potential clients. Consider the video "Man On The Moon" by John Lewis for their Christmas campaign, which depicts a young girl trying to say hello to a lonely elder on the Moon.

Visual elements play a key role by highlighting product features and benefits in a more engaging and persuasive way. By using striking images and video, you can shape audience perception and drive action.

4. Producing Great Ad Videos

When it comes to ad videos, each platform offers different placement options. You can decide whether your ad appears before, during, or after content.

Unskippable pre-roll ads on YouTube and mid-roll ads on Facebook are opportunities to reinforce brand identity and boost recognition—if executed creatively and effectively.

YouTube pre-roll ads (shown before a video starts) have been vital for brands building and reinforcing online presence. For example, GEICO created a series of unskippable ads that generated significant ROI by effectively delivering their brand message before users could skip.

5. The Mobile-First Platform

Today, over 60% of internet content is consumed on mobile devices, making a “Mobile First” approach essential in digital marketing. This means designing content specifically for mobile, such as vertical-format video ads that are more likely to be viewed.

It’s also crucial to create ads that can be understood without sound, as many social videos are watched on mute. Using subtitles improves accessibility and ensures hearing-impaired users can enjoy the content equally. Therefore, including subtitles in your videos is essential to maximize reach and effectiveness.

Bonus Tips

• Leverage trends: Stay updated on the latest trends in video advertising to create fresh and engaging content.

• Collaborate with influencers: Partnering with relevant influencers in your niche can help you reach a broader audience and drive engagement.t.

Remember: video is a powerful tool that can help you achieve marketing objectives and generate spectacular ROI. There’s no magic recipe, but analyzing the paths others have taken can guide your own success.