Sound-off creative can be just as effective at delivering emotional engagement and user attention as advertising with accompanying audio, according to new research.

What’s happened?

• Teads and Realeyes used facial coding technology to examine the effectiveness of video ads from the last four years.
• Of 435 sound-on and 379 sound-off ads tested across desktop and mobile, there was little or no discrepancy in performance.
• The study found no difference in user attention, with one in four ads fully consumed whether featuring sound or not.
• Misalignment between visual and audio is distracting for users, requiring more cognitive effort, and therefore reducing...