Strategies for Creating Successful Soundless Video Advertisements

Colin Campbell

17 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

ABSTRACT Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media. These advertisements often are viewed without sound, which possibly affects their effectiveness and meaning. This article draws on advertising and screen-media research and analyzes advertisements drawn from both articles and an agency dataset. It also includes interviews with advertising professionals experienced with soundless video to build novel understanding of the phenomenon of soundless advertising. The authors9 analysis reveals four strategies and associated operational tactics that advertisers can employ to develop more successful advertisements for soundless environments.

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1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1968The Discovery of Grounded Theory; Strategies for Qualitative Research 1998Basics of qualitative research : techniques and procedures for developing grounded theory 1994Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 1990Flow: the psychology of optimal experience 1960Conflict, arousal, and curiosity.1968A Theory of Psychological Reactance 1994Analysis and Interpretation of Qualitative Data in Consumer Research

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2023Silence in the consumer experience: A conceptualization and research agenda 2021Can muted video advertising be as effective as video advertising with sound?2020Strategies for More Effective Six-Second Video Advertisements 2023Video killed the Instagram star: The future of political communication is audio-visual

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