Question: You’re collaborating with a video editing team on a social media campaign targeting a diverse, international audience. A team member suggests that text overlays or captions aren’t needed since the video's audio is clear. How do you respond?
- Recommend the inclusion of background music instead of text overlays or captions, as it can set the mood and keep viewers engaged regardless of the clarity of the audio.
- Suggest they focus on enhancing the video's visual elements, instead, arguing that if the visuals are compelling, viewers won't need text overlays or captions.
- Agree with the team member, emphasizing that clear audio eliminates the need for text overlays or captions.
- Object, explaining that text overlays and captions can increase accessibility and comprehension, especially for non-native speakers or viewers in noisy environments.
Explanation
Text overlays and captions improve accessibility because viewers may watch without sound or in environments where audio is difficult to hear. For video ads, captions can also help communicate the message faster across mobile and social placements. International audiences may include non-native speakers, so written support can improve comprehension and reduce message loss. In Amazon DSP, creative assets should be prepared for the audience context, placement experience, and campaign objective.
Why the other options are incorrect
Background music is incorrect because music can support mood, but it does not replace accessibility or message clarity.
Visual elements is incorrect because strong visuals still may not explain spoken details clearly for every viewer.
Clear audio is incorrect because audio quality alone does not address silent viewing, noisy environments, or language barriers.
Source for verification
https://advertising.amazon.com/library/guides/video-advertising
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