Making Video Ads That Work on Facebook’s Silent Screen

THE GEICO commercial that made its premiere this summer seemed like a standard 30-second television ad. It features two men building sand castles on a pristine beach with their children. “Guess what I just did?” one of the men asks. “Built a sand castle?” the other responds. “Ha — no. I switched to Geico and got more,” the first man says.

But another version of that ad was created by the Martin Agency, which worked on the commercial for Geico. This one was half as long, with text that popped up as the men spoke, and the word “Geico” appeared after six seconds.

The goal: to make the ad understandable to people who viewed it on Facebook without sound.

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