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

4
at
4
minutes
Technical Level
July 12, 2021
Vanessa Purchio
Marketing Communications Specialist
Today, Sharethrough announced the availability of Dynamic Video Captions product line to help advertisers increase message comprehension in ads and maximize the performance of video campaigns.

In 2021, video advertising has evolved. Sharethrough recently conducted research on 750 individuals on their video consumption behaviour. We learned that while watching video, 75% of people keep their phone on mute while as much as 62% of adults (especially A25-44)  even keep computers on mute. See the full research breakdown here

Stats evidencing the growth of the use of video advertising has pushed us to adapt and expand our offerings to meet this trend. By investing in technology that prioritizes reading and comprehension in ads, brands can create meaningful engagement and authentic advertising experiences for users. The introduction of Dynamic Video Captions capitalizes on Sharethrough’s commitment to help marketers in this respect; enhancing their campaigns by connecting humans to brands.

Most People Expect Videos to Have Captions

Not surprisingly, most people now expect videos to have captions. Captioned videos are featured across many social media platforms, particularly TikTok and Instagram who both released their auto-caption accessibility feature this year. In fact, a majority of people are more likely to watch mobile (72%) and computer (62%) videos if they have captions. It’s changed our expectations so much that now almost 50% of people even watch TV with captions on!

Currently, a majority of videos we see on the Sharethrough Exchange (STX) don’t have captions. We knew we wanted to provide a caption service for our clients to address this growing trend, but also because it follows who we are and what we strive to achieve for our customers. We are dedicated to connecting human behaviors with our ad products, therefore building products that reflect their expectations was a logical step for us to take and deliver. 

Videos With Captions in the Headline Space Increase Comprehension

At this point, the next question we asked ourselves was where to put the captions? Our goal was to place them in the spot that would best draw users’ attention and increase chances they would remember the main message of the video. Instead of just embedding captions into video, we referenced our previous eye-tracking study that concluded that people scan headlines first while browsing content. 

Using this as our starting point, we decided to have the captions animate where a headline would normally be. We also used our True Template Technology that helped, in this case, the caption font fit into the design of every site.

Traditional Video Ad vs. Sharethrough's Dynamic Video Captions


Video Comprehension Study: The Results

The study showed participants several videos without captions and with Dynamic Captions, to test the effectiveness the delivery of the ad had on comprehension. The videos were followed by a list of questions to assess the impact they had on their comprehension. For example, when shown a video ad by Visible where the main message was to “bring a friend and get a month of unlimited data for $5”, participants were asked “what message do you remember seeing in the video advertisement”? 


We uncovered that people were 56% more likely to answer this question correctly with Dynamic Captions versus no captions. In addition, when captions appear in the headline space, they also comprehended the video ad message at the same percentage as the editorial content on the page!

This leads us to conclude that ads with captions in the  headline space (aka Dynamic Captions) perform best out of the options tested. 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.

Getting Started Is Easy!

  • Target Sharethrough in your DSP with your existing VPAID or VAST tags
  • No custom builds or approvals required
  • We will automatically add accurate, human-verified captions 

Don’t hesitate to reach out with any questions by contacting your Sharethrough or filling out our contact form.

Today, Sharethrough announced the availability of Dynamic Video Captions product line to help advertisers increase message comprehension in ads and maximize the performance of video campaigns.

In 2021, video advertising has evolved. Sharethrough recently conducted research on 750 individuals on their video consumption behaviour. We learned that while watching video, 75% of people keep their phone on mute while as much as 62% of adults (especially A25-44)  even keep computers on mute. See the full research breakdown here

Stats evidencing the growth of the use of video advertising has pushed us to adapt and expand our offerings to meet this trend. By investing in technology that prioritizes reading and comprehension in ads, brands can create meaningful engagement and authentic advertising experiences for users. The introduction of Dynamic Video Captions capitalizes on Sharethrough’s commitment to help marketers in this respect; enhancing their campaigns by connecting humans to brands.

Most People Expect Videos to Have Captions

Not surprisingly, most people now expect videos to have captions. Captioned videos are featured across many social media platforms, particularly TikTok and Instagram who both released their auto-caption accessibility feature this year. In fact, a majority of people are more likely to watch mobile (72%) and computer (62%) videos if they have captions. It’s changed our expectations so much that now almost 50% of people even watch TV with captions on!

Currently, a majority of videos we see on the Sharethrough Exchange (STX) don’t have captions. We knew we wanted to provide a caption service for our clients to address this growing trend, but also because it follows who we are and what we strive to achieve for our customers. We are dedicated to connecting human behaviors with our ad products, therefore building products that reflect their expectations was a logical step for us to take and deliver. 

Videos With Captions in the Headline Space Increase Comprehension

At this point, the next question we asked ourselves was where to put the captions? Our goal was to place them in the spot that would best draw users’ attention and increase chances they would remember the main message of the video. Instead of just embedding captions into video, we referenced our previous eye-tracking study that concluded that people scan headlines first while browsing content. 

Using this as our starting point, we decided to have the captions animate where a headline would normally be. We also used our True Template Technology that helped, in this case, the caption font fit into the design of every site.

Traditional Video Ad vs. Sharethrough's Dynamic Video Captions


Video Comprehension Study: The Results

The study showed participants several videos without captions and with Dynamic Captions, to test the effectiveness the delivery of the ad had on comprehension. The videos were followed by a list of questions to assess the impact they had on their comprehension. For example, when shown a video ad by Visible where the main message was to “bring a friend and get a month of unlimited data for $5”, participants were asked “what message do you remember seeing in the video advertisement”? 


We uncovered that people were 56% more likely to answer this question correctly with Dynamic Captions versus no captions. In addition, when captions appear in the headline space, they also comprehended the video ad message at the same percentage as the editorial content on the page!

This leads us to conclude that ads with captions in the  headline space (aka Dynamic Captions) perform best out of the options tested. 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.

Getting Started Is Easy!

  • Target Sharethrough in your DSP with your existing VPAID or VAST tags
  • No custom builds or approvals required
  • We will automatically add accurate, human-verified captions 

Don’t hesitate to reach out with any questions by contacting your Sharethrough or filling out our contact form.

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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.

Today, Sharethrough announced the availability of Dynamic Video Captions product line to help advertisers increase message comprehension in ads and maximize the performance of video campaigns.

In 2021, video advertising has evolved. Sharethrough recently conducted research on 750 individuals on their video consumption behaviour. We learned that while watching video, 75% of people keep their phone on mute while as much as 62% of adults (especially A25-44)  even keep computers on mute. See the full research breakdown here

Stats evidencing the growth of the use of video advertising has pushed us to adapt and expand our offerings to meet this trend. By investing in technology that prioritizes reading and comprehension in ads, brands can create meaningful engagement and authentic advertising experiences for users. The introduction of Dynamic Video Captions capitalizes on Sharethrough’s commitment to help marketers in this respect; enhancing their campaigns by connecting humans to brands.

Most People Expect Videos to Have Captions

Not surprisingly, most people now expect videos to have captions. Captioned videos are featured across many social media platforms, particularly TikTok and Instagram who both released their auto-caption accessibility feature this year. In fact, a majority of people are more likely to watch mobile (72%) and computer (62%) videos if they have captions. It’s changed our expectations so much that now almost 50% of people even watch TV with captions on!

Currently, a majority of videos we see on the Sharethrough Exchange (STX) don’t have captions. We knew we wanted to provide a caption service for our clients to address this growing trend, but also because it follows who we are and what we strive to achieve for our customers. We are dedicated to connecting human behaviors with our ad products, therefore building products that reflect their expectations was a logical step for us to take and deliver. 

Videos With Captions in the Headline Space Increase Comprehension

At this point, the next question we asked ourselves was where to put the captions? Our goal was to place them in the spot that would best draw users’ attention and increase chances they would remember the main message of the video. Instead of just embedding captions into video, we referenced our previous eye-tracking study that concluded that people scan headlines first while browsing content. 

Using this as our starting point, we decided to have the captions animate where a headline would normally be. We also used our True Template Technology that helped, in this case, the caption font fit into the design of every site.

Traditional Video Ad vs. Sharethrough's Dynamic Video Captions


Video Comprehension Study: The Results

The study showed participants several videos without captions and with Dynamic Captions, to test the effectiveness the delivery of the ad had on comprehension. The videos were followed by a list of questions to assess the impact they had on their comprehension. For example, when shown a video ad by Visible where the main message was to “bring a friend and get a month of unlimited data for $5”, participants were asked “what message do you remember seeing in the video advertisement”? 


We uncovered that people were 56% more likely to answer this question correctly with Dynamic Captions versus no captions. In addition, when captions appear in the headline space, they also comprehended the video ad message at the same percentage as the editorial content on the page!

This leads us to conclude that ads with captions in the  headline space (aka Dynamic Captions) perform best out of the options tested. 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.

Getting Started Is Easy!

  • Target Sharethrough in your DSP with your existing VPAID or VAST tags
  • No custom builds or approvals required
  • We will automatically add accurate, human-verified captions 

Don’t hesitate to reach out with any questions by contacting your Sharethrough or filling out our contact form.

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
Marketing Communications 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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