Campbell and Pearson

MANAGEMENT SLANT

  • Video advertisements created for a sound-on environment typically do not perform well when viewed without sound, and subtitles typically are not an effective solution.
  • To be successful in an online environment, video advertising should be designed with the assumption that it will be played soundlessly.
  • Silence removes an important source of information for viewers and necessitates the use of compensatory strategies to remain effective.
  • Advertising testing should be conducted with sound both on and off.