Approaches for testing A/B campaigns
Older Consumers Prefer Videos Without Subtitles
We were testing two video treatments for Faster Masters Rowing, a sports brand targeting older athletes (over age 45).
The A/B test difference was subtitling the dialogue.
We found that people vastly preferred to watch the video
Marketer Magazine
without the distraction of subtitles. AND then to have a static text screen in which the main message was summarized in bullet points.
Note we sent the two video treatments out in the newsletter so we got qualitative written responses about preferences (not just click tracking quantitative data).
Seems older consumers don’t like to multitask. Or they just prefer to focus on the video image first while listening, and later to read the same message.
As published in Marketer Magazine.