People are increasingly giving up on audio when watching videos. As follows from the statistical data of the studies, it does this:
– every fourth respondent, being in their personal space
– two out of three in public
Moreover, the overwhelming majority of respondents have no problems with hearing. Meanwhile, advertisers are actively working with sound in advertising, developing more and more new techniques: jingles, audio branding, etc. Is it all in vain? To answer this question, you need to understand the reasons for people rejecting the soundtrack.
There are two main reasons for rejecting video soundtrack:
Firstly, people do not want to interfere with others – it is much more common.
Secondly, they do not want to be distracted from their affairs, doing several of them at once.
But if people turn off the sound, what can replace it? Subtitles!
80% of respondents say they are more likely to watch a video if it was accompanied by subtitles.
Advertising with subtitles is better remembered
Video with subtitles is not only a kind of curtsy towards the viewer.
Advertisers can achieve greater impact by combining the capabilities of audio and text content. For example, the appearance of subtitles in a mobile video in the first few seconds has a positive effect on ad performance. Not only does the memorability of the advertised brand increase, but also the degree of association of the video with the promoted brand.
Make subtitled content with us!