Facebook Adds Automated Captions To Video Ads

Brands can now power the visual storytelling with Text overlays in Video advertising on Facebook with the newly introduced Automated Captioning tool. Facebook tested the Captions in Video feature with Kleenex advertising and saw significant lift in brand performance metrics. The campaign “A Shining School” was designed to capture the viewer’s attention with the mention of Kleenex brand in the first few frames to capture the viewer’s attention. The campaign resulted in a 6 point lift in ad recall and 3 point lift in purchase intent.

The new video ad format is designed for mobile users who view the ad creative in silent mode, with a view to deliver greater view through and completion rates. The Internal tests undertaken by Facebook revealed a 12 percent increase in Video View time. Facebook has also announced the availability of 100 percent InView buying option globally. 100% in-view impression buying gives advertisers the option to purchase ad impressions where the entire ad—from top to bottom—has passed through a person’s screen in News Feed.