Facebook, arrivano i sottotitoli per i video

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Nel corso delle ultime ore Facebook ha annunciato che ben presto saranno introdotti nuovi strumenti pensati per catturare ancora di più l’attenzione degli utenti. Tra questi è sicuramente il caso di segnalare l’auto captioning per i video senza audio, detta in soldoni: i sottotitoli per i filmati.

Foto della schermata di login di Facebook

L’auto captioning consente di produrre sottotitoli per gli annunci video offrendo agli advertiser la possibilità di rivederli, modificarli e salvarli.

Recenti studi hanno dimostrato che quando gli annunci video visualizzati da mobile partono in automatico con l’audio, l’utenza reagisce negativamente, sia nei confronti della piattaforma che nei confronti dell’inserzionista. Grazie ai sottotitoli dovrebbe invece essere possibile aumentare sensibilmente il tempo di visualizzazione dei video. Facebook ha inoltre introdotto nuove opzioni di monitoraggio e di acquisto per gli annunci video, nuove metriche e l’integrazione con Moat /In-View Buying.

Test condotti internamente hanno mostrato che annunci video provvisti di sottotitoli incrementano la durata della visualizzazione del filmato mediamente del 12% ed è proprio per questo motivo a breve verrà rilasciato un nuovo strumento in grado di semplificare l’inserimento dei sottotitoli nei video.

Da notare che prima gli inserzionisti potevano aggiungere i sottotitoli ai video solo attraverso embedding o caricando i file con i sottotitoli.

Appare dunque ben evidente come con il sempre maggiore controllo delle persone sulla tipologia e sulla durata dei contenuti che vengono visualizzati comunicare in maniera rapida uno specifico messaggio è diventato estremamente importante per poter catturare senza problemi l’attenzione di nuovi utenti.

Al momento non risultano disponibili ulteriori dettagli ma sicuramente sarà possibile saperne di più durante i prossimi giorni.

Via | Digiday

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