Coinbase’s Super Bowl ad highlights why sound-off video advertising is the future. Learn how dynamic captions and text-forward creative boost engagement, comprehension, and CTV performance.
This year's Super Bowl didn’t just give us a halftime show; it offered a masterclass in the silent screen. Back in 2022, Coinbase broke the internet with a bouncing QR code Super Bowl ad (which happened to be a moment that coincided with us launching our first CTV QR enhancement). This year, they were back for a sing-along, using a Backstreet Boys karaoke spot to prove a point we’ve been tracking for years: the modern viewer is a reader.
As more people consume content with the sound off, karaoke-style engagement is the new gold standard. Our research has proven that the silent viewer is now the majority, making text-forward creative, like dynamic captions, a requirement for brands who want to be heard, even when they’re on mute.
For the modern viewer, the mute button is the default setting. Our research shows that 75% of mobile users keep their devices silenced while a video plays, a trend that persists even in private settings; globally, 63% of people keep their phones on mute at all times.
But this “sound-off” behavior isn’t just a mobile phenomenon. With 79% of consumers using a second screen while watching TV, captions have shifted from a background accessibility feature to a primary user interface. By allowing viewers to read an ad in their peripheral vision while multitasking, captions ensure a message lands even when the volume is down. Ultimately, text has become the key to retention, with 80% of consumers stating they are significantly more likely to watch a video to completion if captions are available to guide them.
Coinbase's karaoke ad succeeded by transforming a passive viewing experience into an interactive one, proving that you don’t need a Super Bowl budget to capture that same level of audience focus. Our research backs this up: we found that incorporating dynamic captions into video ads can increase message comprehension by as much as 56%.
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By utilizing dynamic video captions, brands can align their content with the “scrolling and reading” habits users have perfected on social feeds. This isn't just a creative choice; it’s a retention necessity. If your message relies solely on audio, you risk losing 75% of your audience instantly. Dynamic text ensures your brand’s value proposition lands the moment the video starts, effectively speaking to the viewer no matter the volume level.
The future of CTV isn't just about high-def video; it's about high-impact text. As viewers continue to split their attention between screens, the brands that win will be the ones that respect the user’s desire to read along.
If the biggest brands in the world are leaning into text-heavy creative to drive Super Bowl-sized engagement, it’s time to ask: Is your video strategy designed for the way people actually watch, or the way they used to?
Summary
As Director of Marketing and Communications at Equativ, Amy leads the company’s owned content, social media, and public relations strategies. Collaborating with stakeholders across the organization, she writes on topics ranging from Equativ’s product innovations to broader industry trends.
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