To grab more viewers, marketers adjust to creating videos without sound

As people consume more video on their phones, and in social media feeds, marketers are starting to create videos that can grab people’s attention without sound. Some advertisers actively prompt viewers to turn their sound on in the beginning of the video: A recent Capital One video showed Jennifer Garner knocking on the screen, with a volume graphic appearing. Wunderman’s global chief creative officer Lincoln Bjorkman says: “If I do my job right. they’ll turn it up and listen.” Some publishers such as NowThis and The New York Times have found that they can better capture viewers’ attention by creating videos that can be consumed without sound.