AdColony has conducted research into brand awareness, and published some interesting results. One specific area that they looked at is the user of subtitles in advertising. When looking at advertisements put out by Disney, Volvo, Bose, Sony, and other companies in both subtitled and non-subtitled formats, they found that the videos that included subtitles performed better in terms of brand awareness.
Rob Cootes, who is the director of video and programmatic at AdColony, said about the report, “The research highlights that more and more adverts are being viewed on computers and mobile devices without sound. Brands are tasked with the challenge of producing engaging content that can resonate with the consumers, both with or without sound.”
In the ad campaigns that were looked at, one performed 26% better in regards to intent to purchase and intent to find more content. Another campaign produced 23% increased results. Overall, videos and other ads with subtitles performed significantly better across the board.
Cooets further commented on the report saying, “The research finds that subtitling does work for entertainment and FMCG brands to hit their targets and engage their audience. Imagery is not always enough to help resonate with an adverts message, so being able to communicate in another way can help to get this message across.”
