Let Viewers Read Video Ads

As soon as any TV show goes to commercials, viewers zone out. Advertisers will do anything to get them to focus again. The old trick used to be increasing the volume on the ads so that they would be louder than regular programming and would recapture the attention of the viewer. The new trick seems to be spelling out everything that the narrator of the ad says on the screen, virtually forcing you to read it and pay attention.

It’s very simple, but effective. Ford has been using it exclusively to promote its Ford F-150 pick-up truck. Miller Lite has been using it as well and a number of other brands should soon follow. I’ve embedded some examples below.