Auto-captions make Facebook debut

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Facebook has introduced new features for video ads, including automated captioning for sound-off videos and other video updates.

The new tool generates captions for video ads and delivers them to the advertiser within the ad creation tool to review, edit and save to their video ad.

“Our research found that when feed-based mobile video ads play loudly when people aren’t expecting it, 80% react negatively, both toward the platform and the advertiser,” said San Francisco-based Facebook VP of monetisation product marketing Matt Idema in a statement issued to NZ trade media.

“By including captions, advertisers can increase video view time by an average of 12%.”

Facebook is also adding more reporting and buying options for video ads:

For examples of the creative, check out the Kleenex, Sunsilk and Absolut video ads:

For more information, including tips for building video creative for mobile feed, check out the blog post here:

“Numerous studies and campaigns have made it clear that capturing people’s attention at the very beginning of a video is the most effective way to advertise in a mobile feed environment,” Idema says. “Video advertisers that tailor their creative with visuals that get people to stop scrolling and watch will drive the best business results on Facebook.”

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