How Our Award-Winning Dynamic Captions Technology Improved Ford's Video Ad Performance

4
at
4
minutes
Technical Level
August 16, 2022
4
minutes
Technical Level
August 16, 2022
Vanessa Purchio
Performance Marketing Specialist
Recently, Sharethrough’s Dynamic Video Captions was awarded the winner of Digiday's 2022 Media Awards for Best Use of Video as well as VideoWeek’s 2022 European Video Award for Best Video Ad Tech Innovation. These were huge achievements for us and was due in large part to our partners Ford Motor Company and Xaxis for their collaboration, partnership and trust in launching video ads with our Dynamic Video Captions Technology. In this post, we cover Ford Canada's ad campaign objectives, why Xaxis chose Sharethrough, how we applied our ad enhancements, and the campaign results that led to Sharethrough winning Digiday’s 2022 Media Awards: Best Use of Video.

The KPIs to the Ignition

Ford’s objective was to expand their brand awareness and visibility of their 2022 F-150, Ford Ranger, and Ford Explorer to their targeted audience. In the course of optimizing Ford Canada’s programmatic campaign performance, their media agency Xaxis partnered with us to find a solution to increase attention, comprehension and completion rate of their video ads. Motivated by our research study on video consumption behavior, our solution was to leverage our newly-released Dynamic Video Captions technology. 

Built for Performance

Dynamic Video Captions were applied on 11 of Ford’s video ad tags. In order to test the effectiveness the delivery of Ford’s video ads had on message comprehension, we showed participants several videos with and without Dynamic Captions. The videos were followed by a list of questions to assess the impact they had on their comprehension. The results uncovered a 142% increase in message comprehension when they had captions! 

When comparing Ford Canada’s video with/without Dynamic Captions, Dynamic captions delivered a lift in EVERY metric.

Dynamic Video Captions

Our Dynamic Captions technology extracts the audio of the ad and automatically transcribes audio into text. After being checked for accuracy by humans, captions are then dynamically added below the video. Only, we didn’t simply embed the captions inside the video. Instead, we referenced eye-tracking studies that show the first place people look is at the headline. We learned that when captions appear in the headline space, consumers comprehended the video ad message at the same percentage as the editorial content on the page.

Dynamic Captions helps improve audience comprehension in muted environments.

Read More: Sharethrough Introduces Dynamic Video Captions (So You Can Keep it on Mute)

TrueTemplate™ Technology

By using our TrueTemplate™ technology, we were able to animate the captions in the headline space, and match the fonts and colors of every surrounding site. Not only did people comprehend the basic meaning of the ad when captions were added to video ads, but having animated captions in the headline space improved the video ad experience and increased overall performance. 

TrueTemplate matches the look and feel of the ad’s surrounding site to add captions in the headline space, where audiences are more likely to look when browsing the internet.

Read More: Sharethrough’s Research Leads to Product that Improves Banner Performance

Why Xaxis Chose Sharethrough

Our goal for this campaign was to expand Ford’s brand awareness and visibility, as well as increase the attention, comprehension and completion rate of their ads. At Sharethrough, we believe comprehension plays a critical role in connecting humans to brands and triggering any sort of successful behavior change. If there's no comprehension, it's almost impossible to get a person to encode a new idea, let alone to get them to change their behavior. 

In fact, Sharethrough is one of the first ad exchanges to use new metrics such as comprehension and attention in the online advertising landscape (in addition to traditional metrics such as CTR, video completion rate, etc.) This emphasis we place on ad comprehension is why we’re known for being a human-centric ad exchange. Our approach to innovation and building products is centered around the notion of elevating human-centric advertising to the forefront - in other words, surrounding the user experience. It is, and always has been, our guiding principle when developing new products.

Read More: How Ad Tech Can Benefit From Human-Centric Design — Sharethrough

A Podium Finish

The campaign generated millions of video views, targeted to in-market auto intenders across the Sharethrough Exchange. The combination of our product innovation and programmatic campaign optimizations by Ford’s agency resulted in a 70% video completion rate, which is 57% higher than industry benchmarks for similar video ads! On top of this, the Cost per Completed Video was 59% lower than industry average.

By adding Sharethrough’s Dynamic Video Captions to their campaign, Ford increased all brand metrics while improving efficiency.

Overall, our Dynamic Video Captions provide a better user experience, better comprehension and higher engagement with ads, furthering our goal to help Ford create meaningful engagement and authentic advertising experiences for their users. Additionally, the power of collaborative teamwork with the agency as well as the successful implementation of creativity and technology allowed us to significantly improve the performance of Ford’s online video campaigns.

To be part of our next success story, contact us for more information on how to get started with Dynamic Captions today.

Recently, Sharethrough’s Dynamic Video Captions was awarded the winner of Digiday's 2022 Media Awards for Best Use of Video as well as VideoWeek’s 2022 European Video Award for Best Video Ad Tech Innovation. These were huge achievements for us and was due in large part to our partners Ford Motor Company and Xaxis for their collaboration, partnership and trust in launching video ads with our Dynamic Video Captions Technology. In this post, we cover Ford Canada's ad campaign objectives, why Xaxis chose Sharethrough, how we applied our ad enhancements, and the campaign results that led to Sharethrough winning Digiday’s 2022 Media Awards: Best Use of Video.

The KPIs to the Ignition

Ford’s objective was to expand their brand awareness and visibility of their 2022 F-150, Ford Ranger, and Ford Explorer to their targeted audience. In the course of optimizing Ford Canada’s programmatic campaign performance, their media agency Xaxis partnered with us to find a solution to increase attention, comprehension and completion rate of their video ads. Motivated by our research study on video consumption behavior, our solution was to leverage our newly-released Dynamic Video Captions technology. 

Built for Performance

Dynamic Video Captions were applied on 11 of Ford’s video ad tags. In order to test the effectiveness the delivery of Ford’s video ads had on message comprehension, we showed participants several videos with and without Dynamic Captions. The videos were followed by a list of questions to assess the impact they had on their comprehension. The results uncovered a 142% increase in message comprehension when they had captions! 

When comparing Ford Canada’s video with/without Dynamic Captions, Dynamic captions delivered a lift in EVERY metric.

Dynamic Video Captions

Our Dynamic Captions technology extracts the audio of the ad and automatically transcribes audio into text. After being checked for accuracy by humans, captions are then dynamically added below the video. Only, we didn’t simply embed the captions inside the video. Instead, we referenced eye-tracking studies that show the first place people look is at the headline. We learned that when captions appear in the headline space, consumers comprehended the video ad message at the same percentage as the editorial content on the page.

Dynamic Captions helps improve audience comprehension in muted environments.

Read More: Sharethrough Introduces Dynamic Video Captions (So You Can Keep it on Mute)

TrueTemplate™ Technology

By using our TrueTemplate™ technology, we were able to animate the captions in the headline space, and match the fonts and colors of every surrounding site. Not only did people comprehend the basic meaning of the ad when captions were added to video ads, but having animated captions in the headline space improved the video ad experience and increased overall performance. 

TrueTemplate matches the look and feel of the ad’s surrounding site to add captions in the headline space, where audiences are more likely to look when browsing the internet.

Read More: Sharethrough’s Research Leads to Product that Improves Banner Performance

Why Xaxis Chose Sharethrough

Our goal for this campaign was to expand Ford’s brand awareness and visibility, as well as increase the attention, comprehension and completion rate of their ads. At Sharethrough, we believe comprehension plays a critical role in connecting humans to brands and triggering any sort of successful behavior change. If there's no comprehension, it's almost impossible to get a person to encode a new idea, let alone to get them to change their behavior. 

In fact, Sharethrough is one of the first ad exchanges to use new metrics such as comprehension and attention in the online advertising landscape (in addition to traditional metrics such as CTR, video completion rate, etc.) This emphasis we place on ad comprehension is why we’re known for being a human-centric ad exchange. Our approach to innovation and building products is centered around the notion of elevating human-centric advertising to the forefront - in other words, surrounding the user experience. It is, and always has been, our guiding principle when developing new products.

Read More: How Ad Tech Can Benefit From Human-Centric Design — Sharethrough

A Podium Finish

The campaign generated millions of video views, targeted to in-market auto intenders across the Sharethrough Exchange. The combination of our product innovation and programmatic campaign optimizations by Ford’s agency resulted in a 70% video completion rate, which is 57% higher than industry benchmarks for similar video ads! On top of this, the Cost per Completed Video was 59% lower than industry average.

By adding Sharethrough’s Dynamic Video Captions to their campaign, Ford increased all brand metrics while improving efficiency.

Overall, our Dynamic Video Captions provide a better user experience, better comprehension and higher engagement with ads, furthering our goal to help Ford create meaningful engagement and authentic advertising experiences for their users. Additionally, the power of collaborative teamwork with the agency as well as the successful implementation of creativity and technology allowed us to significantly improve the performance of Ford’s online video campaigns.

To be part of our next success story, contact us for more information on how to get started with Dynamic Captions today.

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

Recently, Sharethrough’s Dynamic Video Captions was awarded the winner of Digiday's 2022 Media Awards for Best Use of Video as well as VideoWeek’s 2022 European Video Award for Best Video Ad Tech Innovation. These were huge achievements for us and was due in large part to our partners Ford Motor Company and Xaxis for their collaboration, partnership and trust in launching video ads with our Dynamic Video Captions Technology. In this post, we cover Ford Canada's ad campaign objectives, why Xaxis chose Sharethrough, how we applied our ad enhancements, and the campaign results that led to Sharethrough winning Digiday’s 2022 Media Awards: Best Use of Video.

The KPIs to the Ignition

Ford’s objective was to expand their brand awareness and visibility of their 2022 F-150, Ford Ranger, and Ford Explorer to their targeted audience. In the course of optimizing Ford Canada’s programmatic campaign performance, their media agency Xaxis partnered with us to find a solution to increase attention, comprehension and completion rate of their video ads. Motivated by our research study on video consumption behavior, our solution was to leverage our newly-released Dynamic Video Captions technology. 

Built for Performance

Dynamic Video Captions were applied on 11 of Ford’s video ad tags. In order to test the effectiveness the delivery of Ford’s video ads had on message comprehension, we showed participants several videos with and without Dynamic Captions. The videos were followed by a list of questions to assess the impact they had on their comprehension. The results uncovered a 142% increase in message comprehension when they had captions! 

When comparing Ford Canada’s video with/without Dynamic Captions, Dynamic captions delivered a lift in EVERY metric.

Dynamic Video Captions

Our Dynamic Captions technology extracts the audio of the ad and automatically transcribes audio into text. After being checked for accuracy by humans, captions are then dynamically added below the video. Only, we didn’t simply embed the captions inside the video. Instead, we referenced eye-tracking studies that show the first place people look is at the headline. We learned that when captions appear in the headline space, consumers comprehended the video ad message at the same percentage as the editorial content on the page.

Dynamic Captions helps improve audience comprehension in muted environments.

Read More: Sharethrough Introduces Dynamic Video Captions (So You Can Keep it on Mute)

TrueTemplate™ Technology

By using our TrueTemplate™ technology, we were able to animate the captions in the headline space, and match the fonts and colors of every surrounding site. Not only did people comprehend the basic meaning of the ad when captions were added to video ads, but having animated captions in the headline space improved the video ad experience and increased overall performance. 

TrueTemplate matches the look and feel of the ad’s surrounding site to add captions in the headline space, where audiences are more likely to look when browsing the internet.

Read More: Sharethrough’s Research Leads to Product that Improves Banner Performance

Why Xaxis Chose Sharethrough

Our goal for this campaign was to expand Ford’s brand awareness and visibility, as well as increase the attention, comprehension and completion rate of their ads. At Sharethrough, we believe comprehension plays a critical role in connecting humans to brands and triggering any sort of successful behavior change. If there's no comprehension, it's almost impossible to get a person to encode a new idea, let alone to get them to change their behavior. 

In fact, Sharethrough is one of the first ad exchanges to use new metrics such as comprehension and attention in the online advertising landscape (in addition to traditional metrics such as CTR, video completion rate, etc.) This emphasis we place on ad comprehension is why we’re known for being a human-centric ad exchange. Our approach to innovation and building products is centered around the notion of elevating human-centric advertising to the forefront - in other words, surrounding the user experience. It is, and always has been, our guiding principle when developing new products.

Read More: How Ad Tech Can Benefit From Human-Centric Design — Sharethrough

A Podium Finish

The campaign generated millions of video views, targeted to in-market auto intenders across the Sharethrough Exchange. The combination of our product innovation and programmatic campaign optimizations by Ford’s agency resulted in a 70% video completion rate, which is 57% higher than industry benchmarks for similar video ads! On top of this, the Cost per Completed Video was 59% lower than industry average.

By adding Sharethrough’s Dynamic Video Captions to their campaign, Ford increased all brand metrics while improving efficiency.

Overall, our Dynamic Video Captions provide a better user experience, better comprehension and higher engagement with ads, furthering our goal to help Ford create meaningful engagement and authentic advertising experiences for their users. Additionally, the power of collaborative teamwork with the agency as well as the successful implementation of creativity and technology allowed us to significantly improve the performance of Ford’s online video campaigns.

To be part of our next success story, contact us for more information on how to get started with Dynamic Captions today.

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Vanessa Purchio
Performance Marketing Specialist

About the Author

A newcomer to the programmatic industry, Vanessa joined the company in 2019 working & learning with our business development & partnership team to help grow our market presence in the field. With experience working with various teams on both the buy & sell side as well as product, Vanessa has executed cross-functional projects, events, marketing and PR initiatives for the company. She holds a B.A in International Development & Relations from McGill University.

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