FIGARODIGITAL.CO.UK
NEWS, VIEWS, STATS AND OPINIONS
Upfronts
Could no audio kill the video star?
Rob Cootes, Director of Video and Programmatic at AdColony,
explains why subtitles are the solution.
With Facebook’s video platform auto-playing within the consumer’s social feeds, an increasing number of video adverts online are being viewed without sound. Now every video marketer is asking the same question: How do I engage consumers with soundless video? New research from
AdColony and Millward Brown has revealed that the best way to circumnavigate the problem of ‘sound-off viewing’ is to include subtitles; confi rming to marketers everywhere what they really already knew: if you want to engage people, talk to them. But with the best will in
the world, subtitles are not necessarily modern. They hark back to a world of Teletext, not forward to
one of VR and voice control. So it’s no surprise that many marketers are reluctant to use them. Adding subtitles, however,
allows users to experience the content they are viewing in full, wherever they are, even when their device is set to “sound- off ”. It also means they still have complete control over their device. Anything overly disruptive (such as ads where the sound just starts playing) is likely to generate negative sentiment, a swift click of the close button, and a potential customer lost to the campaign. AdColony and Millward
Brown’s research found that subtitled advertising actually outperformed non-subtitled across all focus areas for the companies tested.
For example, some subtitled creative campaigns in the entertainment category managed a 9.9 per cent uplift when the KPI was brand awareness, benchmarked against non-subtitled equivalents (with subtitled creative in entertainment experiencing an 18.8 per cent brand awareness rise overall). This research shows that
far from being intrusive or distracting, subtitles are in fact crucial to the success of mobile video marketing, across verticals. They are also a proven, viable solution to the need for “sound-off viewing” for specifi c verticals. All brands need to do now is act on this need by talking to their customers in a way they know will always work: with text.
We are living in the age of the “micro moment”, defi ned by Google as the “intent- driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” But as Ricardo Gato, CMO at Stratajet explains, they’re making marketer’s lives more diffi cult.
“Nowadays as brands we have to understand the moment, as apps we need to be easy to use. We have to be in the right moment to provide a service.” With demand for services so high, real-time communication is vital for marketers to make sure their consumers aren’t wasting their
Moments Mobile
Right place, right message, right time.
time on your site. “A lot of designers forget that the purpose of great design is to improve the user experience.” says Gato. Google assert that 69 per cent of online
consumers “agree that the quality, timing, or relevance of
a company’s message infl uences their perception of a brand.” Being responsive to customer feedback, keeping your services simple and effi cient, and your apps aesthetically appealing, will make sure that every moment your consumer spends with you will be one of satisfaction.
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