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.
‘Always a straight shooter’: How Campbell Brown is working to close the trust gap between publishers and Facebook
Campbell Brown did not cut her teeth in Silicon Valley like many of her Facebook counterparts. Her background in journalism is what gives the social platform a stronger hand when working publishers.
The New York Times says it won’t use identity tech like Unified ID 2.0
The New York Times can take a stance against cookie-replacing IDs because of its successful subscription business, but the position could be risky for its advertising business.
Member ExclusiveMedia Briefing: How a wave of independent authors is spawning more media co-ops
The past week has seen a flurry of headlines showing how individual authors are trying to work together, either in the form of co-ops, collectives or bundles.
SponsoredCompanies are following these principles to improve DEI initiatives
It has been nearly a year since the tragic killing of George Floyd sent the United States into a racial reckoning that forced companies to be held accountable for their low diversity rates. Conversations about systemic racism and lack of access were being discussed head on and with transparency. With the advertising industry already employing […]
Cheat Sheet: Apple scrambles podcasting’s paid landscape
Creators will be able to monetize their listeners by selling subscriptions on Apple Podcasts instead of just serving them ads.
Member ExclusiveMedia Buying Briefing: As gaming explodes as an ad medium, media agencies aim to level up
Media buyers are ramping up their efforts to guide clients through the exploding but complex world of marketing in gaming.