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Lionbridge: The Time Is Now For Global Video

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  • 1. 1 The Time Is Now for Global Video October 7, 2013
  • 2. 2 London 16-18 September 2013 Goal Let’s examine the phenomenal growth of video… …and showcase how it can play a Key Role in the Success of a Global Marketing Strategy
  • 3. 3 London 16-18 September 2013 Stats: Growth of Video More than a BillionViews per day are via Mobile American consumers watched 48 Billion OnlineVideos in July 2013 Gangnam Style first to cross 1 BILLION views. 75 countries! Source:YouTube Statistics Source: comScore July 2013 U.S. OnlineVideo Rankings Source:YouTubeTrends blog, December 2012 25% 1B+= 48B 1B+ Views
  • 4. 4 London 16-18 September 2013 Video is Top of Most Marketers To-Do Lists Source: http://blog.lionbridge.com/marketing/2013/05/14/add-video-marketing/ 85% …of U.S. internet users view online video 50%+ …online video will account for over 50% of all internet traffic 2/3 …two-thirds of the world’s mobile traffic will be from video By 2014… By 2016… …alone averages 4 billion hits each day …reports 1 billion views from mobile devices every day
  • 5. 5 London 16-18 September 2013 Stats: Importance in Marketing Source: AppMarket.tv “Global Marketers Believe OnlineVideo More EfficientThanTV” … respondents always or usually watch a video when they find one on retail or brand manufacturer sites 35% Source: Invodo/eTailing Group Report … respondents had watched at least 5 product videos during just the 3 months prior to taking the survey 45% … strongly/somewhat agreed that they purchase more products after viewing a related video 44% Nearly $3 in every $4 ad dollars flowing into online and OTT TV Ad Dollars
  • 6. 6 London 16-18 September 2013 Stats: Importance in Marketing (cont’d) …of visitors who view product videos are 85% more likely to buy than visitors who don’t 85% Source: StretfordDigitalMedia infographic “Why UseVideo? …retail sites with video increased conversions by 40% and boosted average ticket by 13% 40% With proper optimization, video increases the chance of a front-page Google result by 53 times 53 Email click-through rates increase by 96% when video is used in email marketing 96% Zappos reported a 6% to 30% increase in sales for products with video 30% Forbes Insight found that 59% of senior execs prefer to watch video instead of reading text, if both are available on the same page 59% 6% Times
  • 7. 7 London 16-18 September 2013 Stats: How It Affects Search/Web Traffic Source: Google Source: Forrester Research 1Minute of Video 1.8M 3,600Words of Text Typical Web Pages Viewers spend more time there. This increase in time spent on a page tells Google that there’s something there. Videos Make a Web Page “Stickier”… …for meaningful measurements use “Relative Audience Retention” Report, to see how valuable Google thinks your video is, based on how many people have watched the whole thing Use YouTube Analytics… Source:YouTube Analytics
  • 8. 8 London 16-18 September 2013 International Video Stats Source:YouTube Statistics …of YouTube traffic comes from outside the US 70% 56Countries 61Languages …post content in…
  • 9. 9 London 16-18 September 2013 Why Translate? “Can’tReadWon’tBuy” Common Sense Advisory consumers in eight countries to learn about how language affected their purchasing behaviors. They found that: 72% More than half of consumers are willing to pay more if you are willing to give them information in their own languages. …of consumers spend most or all of their time on websites in their own language …of consumers said they would be more likely to buy a product with information in their own language …of consumers said that the ability to obtain information in their own language is more important than price 72% 56%
  • 10. 10 London 16-18 September 2013 Which Languages Matter the Most Common Sense Advisory Infographic http://ow.ly/i/OGva/original To Reach 80% of the World’sTotal Online Population,You Need at Least 12 Languages 1. Chinese 2. English 3. Spanish 4. Japanese 5. Portuguese 6. Arabic 7. German 8. Russian 9. French 10. Indonesian 11. Korean 12. Italian 80% To Address 90% of Global Online Economic Opportunity,You Need at Least 13 Languages 1. English 2. Japanese 3. German 4. Spanish 5. French 6. Chinese 7. Italian 8. Portuguese 9. Dutch 10. Korean 11. Arabic 12. Russian 13. Swedish 90%
  • 11. 11 London 16-18 September 2013 International UGC Video Websites • Klikplej.pl “A Polish language video site "Klikplej" is the phonetic spelling - in Polish - of "Click Play" • DailyMotion Attracts users from all over the world—one of the most popular & diverse video share websites on the web” • 35 countries - 112 million unique monthly visitors • 56.Com “One of the largest video sharing websites in China”
  • 12. 12 London 16-18 September 2013 On Average, the Top 100 Global Brands Have: • YouTube video publishing rates are growing at an annual clip of 73% with 8,000 NEW videos per month • Seasonal patterns have emerged, signaling the integration of the YouTube into brand marketing activities73% 13.8 Channels Each 37,000187 Videos in Each Channel Views per Video (Average) Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf
  • 13. 13 London 16-18 September 2013 Interbrand’s Top Global Brand
  • 14. 14 London 16-18 September 2013 Advertising extends reach, drives channel engagement and grows subscriber audiences Video marketing is as important as video production for YouTube success Most brands fail to effectively market the video content they produce Competitive pressures force brands to use similar video marketing strategies The best brands use targeted YouTube advertising on an on-going basis Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf Key YouTube Marketing Insights from the World’s Top 100 Brands
  • 15. 15 London 16-18 September 2013 Video and Social Media - ROI • Video provides a clear path to social media ROI:  The most popular brands attract the most views & social shares  The best YouTube marketers understand the value of integrating their YouTube videos with their social media campaigns . Engagement numbers validate this effort!  There is a staggering difference in social media performance between the best performing brands within the Top 100 Global Brands and the bottom quartile. 89xMoreTweets 330xMore Facebook Activity Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf
  • 16. 16 London 16-18 September 2013 Video SEO Optimization and YouTube • YouTube is the 2nd largest search engine. Discoverability is key • YouTube SEO follows very different rules than traditional SEO • The top 25% of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining 2x the number of playlists and video tags • Within traditional SEO—Google prioritizes web pages with YouTube video embeds 25% #2 1 2 3
  • 17. 17 London 16-18 September 2013 Top Global Brands and SEO 10 8 6 4 2 0 Top Quartile Bottom Quartile 8.7 4.4 Average Number ofTags 10 8 6 4 2 0 Top Quartile Bottom Quartile 8.4 4.2 Average Number of Playlists
  • 18. 18 London 16-18 September 2013 Video SEO • Primarily consists of putting high-quality metadata around your videos and integrating key search terms into video titles, tags, and descriptions Metadata VideoTitles VideoTags & Descriptions • Tighter video integration between YouTube and a brand’s website… A higher return on video investment Encourages stronger performance within Google SEO rankings …yield results:
  • 19. 19 London 16-18 September 2013 Coca-Cola - #1 Brand
  • 20. 20 London 16-18 September 2013
  • 21. 21 London 16-18 September 2013 Everyday Effect Stories - Globally • http://www.youtube.com/user/ProcterGamble • Lee & Morty Kaufman - $3. 2 m + views Proctor & Gamble, Swiffer
  • 22. 22 London 16-18 September 2013 The Best Video Marketers Combine… Great Channels Higher Content Audience Engagement &Viewer WatchTimes Great Result in Driving Increased… …Views …Social Shares …Search Performance …Video Embeds (on ImportantWeb Properties)
  • 23. London 16-18 September 2013 Getting Started with Translating Your Videos
  • 24. 24 London 16-18 September 2013 Cost Requirements…are also being compressed. Budgets are not available to treat every video with in-studio, professional voice talent. More efficient models must be leveraged to handle the volume of “good enough” videos Quality Desired…now depends on the type of content, there is not one standard CycleTime Requirements…for translation are shrinking to days and in some cases hours. Timeliness is often more important than quality for many applications Challenge | How to Translate Video Need Much Faster Cycle Times and Lower Cost
  • 25. 25 London 16-18 September 2013 Subtitle Text to Speech Professional Business Objective Convey content at lowest cost Inform with voice as efficiently as possible Brand image, highest visibility Typical Applications Internal communications, training Support, sales channel, partners, up sell Product launches, website homepages Localization Approach Subtitle Text to Speech (TTS) Professional voice talent TurnaroundTime* 3-5 days 5-10 days 4-8 weeks Cost/ Video- Language Minute** $47 $65 $425 Solution| Three Options to Fit Purpose Choose Objective to Determine Best Video Translation Approach * Large volume batches require custom turnaround time estimates ** Inclusive of setup and PM fees. Does not include additional costs for additional formats, HD formats, multiple voices per video, special requests, high cost languages, on screen text translation Assumes standard definition video,, delivery of all videos via a physically delivered hard drive or uploaded to video server in MP4 format ***Minimum charge of 3 minutes per video **** If transcription of video is needed, additional charges of $11 per video minute will apply. 1 2 3
  • 26. 26 London 16-18 September 2013 Representative Clients SampleVideos Capabilities Video: See examples of how our offshore multimedia team efficiently handles the challenges of translating video content. PROFESSIONAL : Watch example of a Brand quality video with professional voice talent in French. VOICE OVER : Listen to examples of Text to Speech voices. SUBTITLES: Watch example s of quality video with subtitles in French. Portfolio| How Do the Options Compare? Rapid, Highly Efficient Approach for Video Subtitles and Voice Over
  • 27. 27 www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridge Thank You Kathleen Bostick, VP Global Consumer Email: kathleen.bostick@lionbridge.com