At a time when we are seeing rapid growth in mobile advertising, we need to consider how to create video ads adapted to the mobile environment, where sound can be a disruptive factor for users.
The fact is that sound can affect the user experience in very different ways. Pleasant sound can be more memorable and create a positive ad experience, while sound that is too loud can put people off and even discourage purchase.
There are several studies on this topic. Some indicate that sound ON by default is disruptive for users. Teads the world’s leading video platform have been researching the impact of sound in ads for the past two years. The findings showed that video ads that start playing sound automatically are one of the main reasons users install ad blockers on their mobile devices. At the same time, advertisers still often take TV commercials as the starting point, where sound and music are essential.
There are several studies that support different approaches
“Sound On” ads can deliver an exceptionally positive experience if the volume is appropriate and if sound is enabled at the user’s request. In such cases, higher user response is even observed when sound is on.
“Sound Off” ads are generally more comfortable for users’ ears. Some studies have shown that almost 80% of Facebook users watch ads without sound.
Make sure they hear you, even when the sound is off
5 ways to do it:
- Watch the video with the sound off and ask yourself whether the message is still clear.
- Apply early and consistent branding throughout the video.
- Add subtitles for voiceovers and music videos; use smart captions for dialogue.
- Strengthen message delivery with interactive elements, overlays, skins, etc.
…and in the future?
Create an ad for silent video, not for a TVC.
Use clear messages that are easy to understand, even when viewed without sound.
Some interesting ads are listed below.