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.
-
‘Quit your f – king job’: How the pandemic has pushed journalists to exit the industry
The pandemic seems to be pushing journalists who were already on the verge of leaving the media industry to the brink, and those that have left are not looking back.
-
Member ExclusiveMedia Buying Briefing: ‘Accountability is just going to spread’: Agencies agree carbon-neutral goals are a must
Independent agencies believe their environmental efforts can have a bigger impact than the giants, citing their effect on small businesses that make up 44 percent of the U.S. economy.
-
Cloud computing is the new frontier for companies looking to get ahead of Google
The fiercest battle being waged between Amazon, Google and Microsoft is over cloud computing — Google’s deprecation of the third party cookie will open media and advertising up as new fronts in that war.
-
SponsoredHow advertisers can tell the difference between banner blindness and ad-aware consumers
Aditya Padhye, general manager, Trestle at eyeo Advertising is part and parcel of daily life –– from billboards in the street to smartphone apps, its presence is unavoidable. While some advertising strikes a chord with people, there are certain ads that have the opposite effect. Increasing internet usage among all demographics, higher demand for sales […]
-
‘Don’t freak out yet’: Publishers brace for iOS changes to their newsletter businesses
Apple's Mail Privacy Protection will scramble the plans many publishers had for their newsletters.
-
‘The future of CTV is direct mail’: How Lockard & Wechsler Direct navigates clients through a tight TV marketplace
Lockard & Wechsler Direct, a 30-year-old performance marketing agency, is one of several shops trying to pick their way through a more complicated TV marketplace.
