B-roll mashup of old footage: top-spending ad at $58.61 CPA on $107k
Commentary byROASArchiveOur analysis, not theirs@alexgoughcooper shared a Meta video ad made by cutting old footage into a B-roll mashup, which ran at a $58.61 CPA on $107k of spend.
The post says it became the top spender in the ad account over the last month.
It is one ad's results, with no split test against other formats.
- CPA: $58.61. Whether that beats the account's other ads is not shown.
- Spend: $107k. That much spend on one ad means Meta kept giving it budget, which is a sign it held up.
- Not shared: number of purchases, ROAS or the account's typical CPA.
The change
Before
Not shared. The post does not show which ads or formats ran before this one.
After
A video ad built from existing old footage, edited together as a B-roll mashup with a direct-response voiceover script, run on Meta.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- Reusing old footage is cheap, so a mashup can be a low-cost way to add a new ad without a new shoot.
- Fast cuts of real product footage can look more like normal content than a polished ad.
- High spend shows Meta favoured the ad, but without the account's other CPAs we can't say it was the cheapest.
Caveats: This is a single ad from one account, with no control and no comparison to other formats. Purchases, exact dates and attribution window are not shared, and the brand is redacted.
How to run this in your account
- Hypothesis
- If we cut existing old footage into a B-roll mashup video, then we can get a new ad that scales at an acceptable CPA because it adds fresh creative without the cost of a new shoot.
- Primary metric
- CPA
- Guardrails
- Spend share
- Hook rate
- ROAS
- Who should try it
- Brands with a library of past footage and a need for more creative. It fits less well if old footage shows outdated products or offers.
Questions
Can you reuse old footage in new video ads?
This account did, cutting old footage into a B-roll mashup.
The ad spent $107k at a $58.61 CPA.
What is a B-roll mashup ad?
It is a video made from short clips of supporting footage edited together, rather than one continuous scene.
Here it was built from footage the brand already had.