Facebook will automatically add captioning to video ads
Even when they’re seen, Facebook ads are often not heard. The social network is changing that by introducing closed captioning to help see to it that video ads are at least read.
Facebook is rolling out captioning on video ads beginning today, meaning that the video’s script will automatically display as subtitles while the ads play.
The new tool solves two problems for brands, according to Facebook’s research: The first being that 80 percent of people react negatively when an ad plays loudly and, the other, that 41 percent of brands’ videos ads don’t get the message across effectively without sound.
Prior to this, companies had to provide their captioning before uploading the ad to Facebook. Now, Facebook will transcribe the video and allow companies to review and edit the caption before it’s displayed on News Feeds. The tool will first launch in the U.S. and Canada.
That could pose a problem visually and cover something up in the video, though. Facebook suggests brands redesign their ads no sound in mind, so that means beginning them with “attention-grabbing questions” or immediately showing images of the logo or product.
“There’s no universal solution to building brands with mobile video, so experiment and test to understand what works for your brand and audience,” admitted Facebook.
Facebook suggests that brands should adjust their video ads because it’s in their favor Its internal tests shows that videos with captions are watched 12 percent longer.
Image via Shutterstock.
-
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, which expands the features of youth-focused platforms, the league is engaging with fans in new, innovative ways through games, technologies, or just through creative social media engagement through a variety of creative tools and platforms. Creators are targeted within strategic verticals such as fashion, gaming, wellness, and music, as well as those from TikTok, SnapChat, Twitter, and Instagram focusing on humor, food, art, animals, or football-related content on and off the field
-
Publishers test personalizing newsletters with varying degrees of success
Publishers are testing personalizing newsletter content based on readers’ interests - but it doesn't always work.
-
Indie agency Known beats out incumbents to land AMC Networks’ media business
In essence, Known is helping AMC Networks become more of a direct-to-consumer client as the programmer expands into more streaming options on top of its linear foothold.
-
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
-
How agencies adapt as bots evolve
Social media bots may represent just a sliver of an app's total users, but it turns out they may be generating more content than we were previously aware. The challenge is separating the good ones from the bad.
-
Publishers feel the crunch of cookieless browsers like Apple’s Safari
Bid enrichment provides publishers the means of sprucing up their cookieless impressions to improve their value in advertisers’ eyes.
