Making Advertising More Accessible: Insights from Google’s gAccessibility Program

At Social Gains, we’re always looking for ways to make digital marketing more effective and inclusive. That’s why we’re excited to share some key insights from Google’s gAccessibility program on creating more accessible advertising. Let’s dive in.

The Surprising Popularity of Subtitles

Did you know that 50% of people in the U.S. watch TV with subtitles most of the time? Even more surprisingly, 70% of Gen Z Americans do. This statistic comes from a recent survey by Preply.

While subtitles and captions were originally designed for those who are d/Deaf or hard of hearing, their benefits extend far beyond this group. From watching videos in noisy environments to better understanding accents or complex dialogue, subtitles have become a widely used feature across demographics.

The Importance of Inclusive Design

Accessibility isn’t just about captions. It encompasses a wide range of considerations to make content usable for people with various needs and preferences. The key is to reduce barriers to entry as much as possible.

Google’s research, conducted in partnership with Kantar and Eye Square, focused specifically on the ad experience for people who are blind or have low vision. This group represents a significant portion of the global population – about 2.2 billion people according to the World Health Organization.

Key Findings for More Accessible Advertising

Based on their research, Google’s team identified three main best practices for creating more accessible ads:

1. Use Both Auditory and Visual Cues for Brand Recognition

Over 90% of ads in the study relied solely on visual cues to convey information. This makes it difficult for people with visual impairments to follow the ad’s message or identify the call to action. To address this, ads should:

• Include verbal mentions of brand and product names
• Provide context for consumers unfamiliar with the product or brand
• Use sequential audio descriptions to help listeners follow the ad’s narrative

2. Provide Audio Descriptions and Captions

Many people rely on audio descriptions to understand what’s happening in an ad. These descriptions should cover:

• Details about characters
• Actions taking place
• Scene descriptions
• On-screen text

It’s important to balance these descriptive elements with music and sound effects for a seamless listening experience.

Visual information is equally crucial. Adding captions to advertising has been shown to increase reach and often improves ad performance.

3. Optimize Product Engagement and Calls to Action

The study found that brands received positive feedback when they repeated their name or slogan multiple times throughout an ad. However, many ads lacked clear, audible calls to action. To improve this:

• Make calls to action explicit and audible
• Spell out URLs or read phone numbers aloud
• Create a narrative strategy that highlights product features and benefits verbally, rather than relying on visual close-ups

The Business Case for Accessible Advertising

Creating more accessible ads isn’t just about inclusivity – it’s also good for business. As one participant in the study noted, “If you make an ad accessible for one group, it will benefit everyone.” This includes seniors, non-native English speakers, and anyone watching content in a noisy environment or without sound.

Gülen Bengi, chief growth officer at Mars Snacking and lead global CMO at Mars, Inc., one of the companies involved in the research, stated: “Identifying opportunities to be more accessible through our partnership with Google and Kantar has led us to actionable insights. It’s already informing our accessible marketing strategy and plans.”

Looking to the Future

As AI continues to advance, there are even more opportunities to create inclusive and accessible advertising. At Social Gains, we’re excited about the potential of these technologies to help businesses reach wider audiences more effectively.

For more information on creating accessible advertising, check out Google’s Belonging site and their All In guide for in-depth strategies.

Remember, inclusive advertising is accessible advertising, and it’s also good for business. By implementing these best practices, you can create ads that resonate with a wider audience and drive better results for your brand.