According to the research conducted by Verizon and Publicis Media, adding subtitles to video ads has the following effects: An 8% increase in adrecall. A 10% improvement in "ad memory quality." A 13% boost in brand linkage, connecting the ad with the brand it represents. Moreover, subtitles can encourage viewers to engage with videos in various ways: 37% of viewers mentioned that subtitles motivate them to turn on the sound as they find the captions more intriguing, while 29% claimed that they understand videos better with subtitles, even when the sound is already on.