Many consider 2007 to be a significant turning point in the modern era. Netflix began streaming content, Steve Jobs announced the iPhone, and in August, the first (of very, very many) YouTube ads went live.

Today, Netflix is the biggest streaming service in the world, Apple sold 232 million iPhones last year, and YouTube is a major powerhouse in digital marketing – with video ads continuing to evolve with new formats and targeting options.

These ads can appear before, during, or after videos on YouTube, as well as on other websites and apps across the Google Display Network.

In 2023, YouTube’s ad revenue crossed $30 billion. The reason behind this gigantic number?

Consumers find YouTube video ads more relevant than linear TV advertising.

In this article, we’ll take a quick look at the science behind video ads, when and where you’d want to use them, and look at the 11 most compelling YouTube ad examples we’ve seen – along with key takeaways from each to supercharge your own YouTube ad campaigns.

What are YouTube ads best for?

YouTube has 2.49 billion monthly active users, making it a key channel for reaching a wider audience and targeting engaged users.

Video ads are a great choice for businesses looking to hook viewers with storytelling. They can be used effectively for product demonstrations, event promotions, brand storytelling, product launches, and more.

Some of the benefits you get when running YouTube ads are:

• Viewers are already receptive to video content on YouTube, making it an ideal platform to engage your audience.
• Advanced targeting options allow businesses to reach specific demographics and tailor campaigns accordingly.
• YouTube analytics provide valuable insights into ad performance, demographics, CTR, and more – so you can track statistics and double down on what’s working.

What makes a great YouTube ad?

When it comes to crafting great YouTube ads, you’ll need to consider four key marketing tactics – the ABCDs of an effective video ad.

A – Attention

The first step is to grab your audience’s attention. This is often referred to as the ‘hook’ or the opening scene of the ad.

Goal: Craft a compelling visual or audio element that draws viewers in and makes them want to continue watching.

B – Branding

Once you have the viewer’s attention, it’s time to establish your brand identity. This involves showcasing your brand’s personality, values, and unique selling proposition (USP).

Goal: Create a strong connection with the viewer and differentiate your brand from competitors.

C – Connection

The next step is to create a connection with your audience. This involves educating, inspiring, or entertaining them while also conveying the value proposition of your product or service.

Goal: Make viewers feel something and create an emotional connection with the brand.

D – Direction

The final step is to guide viewers to take action. For this to happen, you must provide clear and simple instructions on what to do next – visiting a website, subscribing to a service, or making a purchase.

Goal: Make it easy for viewers to engage with the brand and take the desired action.

Top 11 YouTube ad examples to learn from:

Now you know the theory, let’s take a look at some of the best YouTube video ad examples we’ve seen in recent years, and discuss the reasons why and how they drive clicks and conversions.

1. Apple Vision Pro

Bold, punchy, and eye-catching. When it comes to product-led advertising, the Apple formula rarely fails.

Why the ad works

• It immediately intrigues: The standout, upbeat music is very much at the forefront of this ad. ‘Dreamer’ by Roger Hodgson immediately creates a hopeful tone, encouraging the audience to watch on and discover the possibilities of the new product.
• It puts the viewer at the forefront: Within the opening few seconds, there is a POV shot of putting the headset on, encouraging the audience to imagine what the Vision Pro would be like. It also familiarizes the audience with the product and immediately explains how this new product works before showing us all the possibilities and features of the product.
• It displays endless possibilities and encourages the audience to ‘dream’: Coupled with the ‘Dreamer’ soundtrack, the scenarios shown in the advert are designed to get the audience thinking about the possibilities of the Vision Pro and what a mixed VR future could look like. It encourages the audience to think about how the product can impact their day-to-day lives and opens up the world of VR (which has traditionally only been used for gaming and other niche markets) to a much wider audience.

Key takeaways from this example

• Relevant and upbeat background music
• Shows a person using the product
• Explain several features in just a minute

2. Coca-Cola: Masterpiece

Classic artworks work hand-in-hand to uplift the lead character and make each bottle of Coca-Cola seem magical.

Why the ad works

• It highlights historic artworks: Coca-Cola’s ‘Masterpiece’ ad features interactive artworks, including Van Gogh’s Bedroom in Arles, Turner’s The Shipwreck, Vermeer’s Girl with a Pearl Earring, and more.
• It drives curiosity: The camera is never settled. It’s constantly moving from painting to painting, intriguing the viewers to think ‘what will happen next?’ Interestingly, it gives you the ‘Night of the Museum’ vibes.
• The ‘No words’ element: Within the opening few seconds, there’s a close-up shot of a boy in need of an uplift, sitting like ‘The Thinker’ while the actual ‘The Thinker’ sculptor sits in the background. The clever details are used to intrigue and impress the viewer, making them want to see more. The ad is a good example of showing – not telling.
• Elegant showcase of the product: The ad ensured that the brand presence doesn’t overshadow the paintings and artworks. Hence, while you’ll always see a bottle of Coke throughout the entire ad, significant screen time is given to all the artworks.

Key takeaways

• Intriguing, upbeat opera music keeps the audience hooked.
• Historic resemblance coupled with VFX brings a unique aspect to the advertisement.
• Product association with emotion leaves a lasting impression of your brand on your customers.

3. XC60: The Parents

This ad inspires and complements the challenging journey of parenthood for younger parents. The ad highlights the safety features of the car, tailoring the ad to their key demographic – parents.

Why the ad works

• It’s well orchestrated: From the first second, the ad highlights the journey of parenting, and the monotonous routine that comes with it – 4 am cries, diaper shopping, and round-the-clock care. The music complements it, the lyrics make you live it, and the ad really puts you in the shoes of a new parent.
• It’s personalized and made to connect: To portray the XC60 as the ultimate family car, Forsman & Bodenfors (the agency behind the ad) wanted to show people that even the most responsible parents get tired and lose focus every now and then. And when that happens, the XC60 is there for your protection.

Key takeaways

• Align your product with market preferences. If your target consumers prioritize safety, make sure your ad demonstrates how the product goes above and beyond.
• Don’t overfill the ad with your product features. Keep it simple, even if it means showcasing just one key feature that appeals to your target demographic.
• Take viewers on a journey with emotive and relatable storytelling.

4. Microsoft Designer

Colorful and full of eye-catching visuals and cartoonist animations – Microsoft wins at aligning the ad with the product.

The ad introduces Microsoft Designer, a graphic design app that helps users create professional-quality social media posts, invitations, digital postcards, graphics, and more in a flash.

Why the ad works

• It aligns with the product: The video has a polished and modern aesthetic that reflects the app’s modern design capabilities. It features a mix of colorful graphics, animations, and real-life examples of the app’s capabilities, making it visually appealing and engaging.
• It has a clear message: The ad clearly communicates the app’s purpose and benefits using real-life examples, in this case, ‘Cooking,’ highlighting its ease of use and versatility.
• It has an actionable CTA: The ad includes a clear call to action, encouraging viewers to learn more about the app and its features.

Key takeaways

• When you have a sophisticated product, make sure your ad demonstrates its ease of use through intuitive visuals and functionality.
• Faceless ads don’t have to be boring. The right hook, music, and messaging can entice viewers to click the CTA.

5. Toyota GR Corolla

Toyota’s ‘The Shoot’ ad, shot in 2023, became famous virtually overnight. It’s a five-minute action-packed ad that keeps viewers gripped throughout.

Why the ad works

• The concept: The idea of showcasing their car, the GR Corolla, as a hero in a short movie is great. The ad shows how the Corolla can drive through different climate conditions, like sand and ice, with ease.
• Behind the scenes: The ad isn’t just a movie; it also shows 2 directors and their bosses talking about the movie and cracking jokes, making the ad more relatable and engaging. Jokes like ‘Let’s use actual horses to represent Corolla’s horsepower’ help make the ad memorable.

Key takeaways

• A comparatively longer advertisement can also be interesting if you keep your audience hooked throughout.
• A great mix of a short film and behind-the-scenes conversations makes the ad memorable.

6. What If You Can? Nike

Bold, motivational, and Nike’s way of saying ‘you can do it, too!’

Nike’s ad empowers and encourages women to explore their potential by living their dreams. The ad primarily amplifies Nike’s infamous slogan, ‘Just Do it.’

Why the ad works

• It appeals to women stuck in a mind-maze: The ad stars a woman from a reserved tribe who says ‘no’ to opportunities while dreaming of herself as a champion athlete – a team player, a striker, a gymnast, and more. It highlights how women stay unaware of their potential and how Nike helps them take the leap.
• It has an emotional trigger: Apart from being women-centric, the background music, ‘Dreamer,’ by a French electronic duo called The Blaze, keeps the emotions high and motivated throughout the video.
• Elegant showcase of the product: The video is created so that Nike’s logo is always visible but never forcefully out there, making the brand presence more natural and less overwhelming.

Key takeaways

• A strong, emotive soundtrack works wonders for audience engagement and storytelling.
• Natural storytelling is key to a memorable ad. Another good example of ‘show, don’t tell’.

7. Heart of Stone Trailer – Netflix

Netflix gives you an action-packed youtube video ad with a stellar narrative that hooks you till the end.

Heart of Stone is an action-packed Netflix movie starring Gal Gadot as Agent Rachel Stone, working to achieve an impossible mission. The ad trailer is full of action and key moments from the film, that keep viewers engaged until the end.

Why the ad works

• It has an intriguing plot: The storyline creates a sense of urgency and tension that will draw audiences in. The overview of the plot is portrayed beautifully in the ad.
• It raises the bar: The trailer highlights that the movie is produced by the producers of ‘Mission: Impossible – Dead Reckoning,’ immediately piquing the curiosity of many action film lovers.
• It’s packed with action, suspense, and tension: From the beginning, the trailer maintains its high-octane action drama, showcasing the thrilling stunts and intense fight scenes that keep viewers engaged.

Key takeaways

• The video highlights what’s in the movie: tons of action sequences and a strong cast of actors. Even if you’re not promoting a movie, this ad is a great example of social/product proof that convinces viewers to give it a shot.
• Music is an essential element of video ads; if you get this wrong, your watch time plummets.

8. Come Together – H&M

H&M’s video ad is engaging, featuring a relatable storyline that puts customers at the front and branding aside for a moment.

‘Come Together’ is a Wes Anderson-directed H&M Holiday short film.

On Christmas day, a holiday-special train, ‘H&M Lines,’ is delayed by 11 hours due to heavy snowfall. The train master plans a complimentary brunch for co-passengers, including an unaccompanied minor.

Why the ad works

• Well-directed with impressive cinematography: Anderson is known for his distinctive visual and narrative styles, which are beautifully displayed in this short ad film. The story starts with a close-up shot of the train master’s cabin announcing the delay and then expands to every compartment, showing the reactions of the co-passengers.
• Attention to detail: YouTube ads are often quick to rush to the CTA, but this one isn’t. The ad takes a slow yet detailed start. For example, the noticeboard in the TC’s room says ‘25th December,’ and the minor is introduced with the tag ‘Unaccompanied.’ Put simply, the obvious things are not left out, and it ensures viewers are well placed into the ad’s story and narrative.
• It has a strong emotional connection: The ad uses a story to connect with viewers on an emotional level. The contrast between the sad opening and the happy ending scene creates a sense of surprise and delight, making the ad more memorable and engaging.

Key takeaways

• Associate your product with a compelling narrative and emotion.

• Emotions sell quickly and leave a lasting impression of your brand on your customers.

9. ClickUp

ClickUp’s ad is humorous, well-targeted, and demonstrates the product in a catchy manner.

This ad highlights the pain points of project managers and features ClickUp as an all-in-one solution for their problems.

Why the ad works

• It’s humorous and catchy: The ad starts with an irritated marketing manager throwing her laptop from her desk. This is a great way to begin because it’s likely what an irritated person on the job imagines doing but never does.
• It’s well targeted: Within the first few seconds, the ad stresses the pain point of managers. It relates to the struggle of juggling multiple tools for tracking campaigns, deadlines, and client feedback. And then positions ClickUp as a solution.
• Direct and clear messaging: The ad clearly communicates the tool’s features, purpose, and benefits to the end user, highlighting the ease of use and versatility.

Key takeaways

• Don’t sell the product; sell the solution instead.

• Correct product positioning is key. Get the tone right, relate to your audience, and you’ve got the basics of a great YouTube ad.

10. Samsung Galaxy S23 Ultra

Samsung launched the Galaxy S23 Ultra in 2023, and its launch ad has more than 25 million views on YouTube.

Why the ad works

• Engaging introduction: The ad starts with an engaging introduction, capturing the viewer’s attention immediately. It introduces the name of the new mobile and displays its most stand-out features in the first few seconds.
• Showcases key features: The ad effectively highlights the S23 Ultra’s key features like vision booster display, the latest processor, astrophotography capabilities, etc – It does this so that viewers understand the unique selling point of the phone.
• Visual and audio appeal: The ad uses striking visuals and compelling audio to create an immersive experience. The transitions between scenes are smooth and visually appealing, which keeps the audience engaged.

Key takeaways

• For tech products especially, it’s a good idea to highlight the key benefits and features of your product, and show scenarios where the features are useful.
• The ad has a clear CTA – ‘Check this out,’ and the video has a comprehensive description and a link to the product.
• Use humor and fun to make the ad more memorable and enjoyable to watch.

11. Zapier

This ad is enticing as the automation king ‘Zapier’ shows off its automation capabilities to attract new customers.

Why the ad works

• It’s relatable: The ad starts by describing a common business pain point: the sales manager struggling to delegate tasks to the team. This relatable scenario grabs the viewer’s attention and makes them more receptive to the solution being presented.
• It’s magical and engaging: The ad uses a playful, ‘magical’ tone to make the ad more engaging and memorable. This approach helps to differentiate Zapier from other workflow automation tools.
• It solves a problem: The ad clearly explains how Zapier can automate sales tasks with flow and triggers, making it easier for sales teams to manage their workflow efficiently.

Key takeaways

• Good humor combined with relevance can really excel on YouTube.
• To get more eyeballs and clicks, showcase your product as a lifesaver for a very specific target audience (B2B sales manager, in this case).

Learning from others: How to optimize your YouTube ads

Here are some tips on how you can optimize your YouTube ads to increase engagement and conversions:

1. Talk about the benefits of your product

To highlight your product’s benefits, show viewers customer testimonials, statistics, or success stories. In video ads, explain how people using your product have been successful because of it.

One of the best ways to do this is to feature a customer in your ads or highlight the results existing users have achieved.

2. Analyze your stats thoroughly

When running YouTube ads, these three metrics are crucial for campaign optimization:

• View rate: Track the number of views your ad gets. This metric helps you understand how engaging your video content is.
• Average cost per video: Monitor the amount you spend when a viewer watches 30 seconds or less of your ad. Reducing the CPV helps you reach more people without spending extra money.
• Click-through rate (CTR): Focus on optimizing your CTR so that viewers click on your ad and take the desired action. A high CTR indicates that your ad is effective in driving conversions.

3. Create an attractive thumbnail image

Your thumbnail must include the product you are advertising and be visually appealing. Make sure to A/B test between different thumbnails to see which one performs better.

Wrapping up

Understanding YouTube’s various ad formats, targeting options, and metrics is key to a successful ad campaign.

A well-crafted campaign can effectively engage viewers and drive conversions, while a poorly executed one can lead to wasted resources and low ROI.

By making the ad more engaging with amazing music, a to-the-point direction, a perfect solution to viewers’ problems, and an apt call to action, you can optimize your YouTube ad campaigns to achieve marketing goals and maximize the return on investment.

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