Of all video campaign effectiveness levers, what's the dominant driver of return on investment and the strongest on digital media?

The dominant driver of return on investment (ROI) in video campaign effectiveness is typically the quality of the content. This includes factors such as the relevance of the content to the target audience, the clarity of the message, and the overall production quality of the video.

In terms of digital media, the strongest lever is often the targeting strategy. This includes factors such as the demographics of the target audience, the platforms where the video is shared, and the timing of when the video is posted.

Here's a step-by-step breakdown:

1. Quality of Content: The video must be engaging, relevant, and clear in its message. High production quality also helps in attracting and retaining viewers' attention.

2. Targeting Strategy: The video should be shared on platforms where the target audience is most active. The demographics of the target audience should also be considered when creating the content.

3. Timing: The video should be posted at times when the target audience is most likely to be online and engaged.

4. Measurement and Analysis: After the campaign, it's important to measure its effectiveness and analyze the results. This can help in refining future strategies.

Remember, while these are generally the most influential factors, the specifics can vary depending on the nature of the campaign, the brand, and the target audience.