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Lights, Camera, Translation... Action!


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Subtitling, audio dubbing, and transcreation. Tips to conceptualize videos from the start so they are easier and cheaper to localize. Emerging technologies and techniques that separate audio and subtitling from videos, easing the translation management and multilingual deployment. Delivered at the SDL Customer Success Summit Montreal 2016.

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Lights, Camera, Translation... Action!

  1. 1. SDL Proprietary and Confidential Lights, Camera, Translation… Action! Blockbuster Strategies for Video Localization Jeffrey Constantin Business Consultant, SDL SDL Language Customer Success Summit | June 7, 2016
  2. 2. 2 Agenda ○ State of video ○ Hurdles impacting your video strategy ○ A new way to think about your global video strategy ○ Case study ○ How SDL can help ○ Q&A
  3. 3. 3 The need for global video strategy 100 Million people are expected to watch online videos today (Comscore) 79% Online video traffic will be 79% of all global consumer Internet traffic in 2018 (Cisco) 2 billion video views per week are on YouTube; 70% of traffic comes from outside the US (YouTube) 50% Online video now accounts for 50% of all mobile traffic (Bytemobile Mobile Analytics Report) 16 minutes and 49 seconds … time spent by the average user watching online video ads every month.
  4. 4. 4 Canadian digital media trends 87% …of Canadians are connected (26 Million) 99.5% …of Canadians who use the internet access it everyday 35Hours/Mo Spent Online Canada ranks #3 globally for time spent on the web More and more Canadians prefer the internet for video streaming vs. network cable CABLE Source: Canadian Internet Registration Authority “the Canadian Internet” Nearly four in ten Canadians spend more than 20 hours a month streaming TV, movies or online video. “ ”
  5. 5. 55 “Online Video Ads Outperform TV Ads on All Measured Effectiveness Metrics” –
  6. 6. 6 30% The impact of video on Marketing …of consumers find videos helpful when making purchase decisions online. Source: StretfordDigitalMedia infographic “Why Use Video? …of shoppers will leave a site and seek information elsewhere when visual content is not available. Website who use video receive 41% more traffic from search than non-video friendly sites. Email click-through rates increase by 96% when video is used in email marketing Zappos reported a 6% to 30% increase in sales for products with video …of marketing professionals worldwide name video as the type of content with the best ROI. 96% 41% 96% 48% 52%
  7. 7. 7 The impact of video on Training 20% 20% 25% 26% 27% 28% 38% 41% 52% 55% Ukraine Colombia Indoneia Brazil Czech Republic Poland Romania Malaysia China India Top 10 Growth Rates by Country …of USA companies offer online corporate training to improve the professional development of their employees. 77% Companies using eLearning & on-the-job training generate 26% more revenue per employee. Source: New Ambient Insight Report 8.2% o Middle East $560.7M expected by 2016 14.6% o Western Europe $8.1B expected by 2015 5.8% o Latin America $2.29B expected by 2016 30- 35% o Asia $11.5B expected by 2016
  8. 8. 8 Interbrand’s top 100 global brands have: Source: 611KBrand Videos 40BChannel Views 2,400 channels % of videos on YouTube are + minutes in length.10 Top 100 brands collectively upload a new video every 18.5 minutes
  9. 9. 9 Our YouTube presence 361 videos 69,647 subscribers 41,976,072 views Joined Oct. 2007 10 videos 424 subscribers 849,116 views Joined Dec. 2012 189 videos 1,208 subscribers 165,678 views Joined Jan. 2010 138 videos 760 subscribers 205,009 views Joined Oct. 2011 178 videos 2,461 subscribers 14,341,967 views Joined June 2013 621 videos 15,139 subscribers 7,564,485 views Joined May 2008 303 videos 2,881 subscribers 2,444,475 views Joined Nov. 2009 124 videos 392 subscribers 35,637 views Joined Dec. 2011 16 videos 16 subscribers 1,974 views Joined 2015 268 videos 781 subscribers 139,895 views Joined Oct. 2009 80 videos 626 subscribers 1,354,532 views Joined Aug. 2014 629 videos 6,982 subscribers 17,149,709 views Joined Apr. 2008 142 videos 969 subscribers 603,661 views Joined Feb. 2010 133 videos 12,174 subscribers 13,509,637 views Joined May 2008 98 videos 220 subscribers 68,159 views Joined Sept. 2009 266 videos 694 subscribers 135,837 views Joined Apr. 2007
  10. 10. 10 Opportunities from a global video strategy Engage your audiences in an ongoing dialog Increase internal & external engagement Repurpose videos across new avenues “Pictorial Superiority Effect” Distribute shareable, short-form video to expand reach via Social channels Develop video portals & improve online presence Lengthen on-site experience & boost your SEO
  11. 11. 11 Hurdles to realizing your global video strategy ○ Building a global video strategy takes too long ○ Struggle to maintain brand control while empowering localization ○ Limited budget for localization does not allow for high-end video services ○ Complexity of localization processes hinders focus on video localization
  12. 12. 12 VIDEO Create content with international references that appeal to a global audience
  13. 13. 13 VIDEO Obtain, preserve and re-use audio narration scripts
  14. 14. 14 VIDEO Limit text appearing in the bottom third of the frame SUBTITLES
  15. 15. 15 VIDEO Consider using voice-over while limiting the use of on-screen speakers
  16. 16. 16 VIDEO When posting to YouTube, always provide metadata for translation (title, description, tags) META
  17. 17. 1717 CASE STUDY: Better For It – Inner Thoughts
  18. 18. 18
  19. 19. 19 Thoughts on “Inner Thoughts” Visibility: o English: o Russian: o Turkish: o Spanish: o French: o Chinese: o Greek (sub): (# of views) 8.7M 4.9M 4M 3M 1M 800K 300K Distribution: + Short spin-offs + Nike+Training Club App in 10+ languages Video Breakdown: 70 Word script On-screen text 5 Off-screen multicultural voices Closed captions 15+ Languages
  20. 20. 20
  21. 21. 21 How to approach video localization End-to-end media solution Brand voice to all markets Global strategy
  22. 22. 22 SDL’s Network offices: Global footprint & language coverage THE NETHERLANDS BELGIUM UKIRELAND FRANCE SPAIN ITALY SLOVENIA CROATIA HUNGARY GREECE TURKEY LEBANON ROMANIA CZECH REP GERMANY POLAND DENMARK NORWAY SWEDEN FINLAND RUSSIA PR CHINA INDIA THAILAND SINGAPORE TAIWAN SOUTH KOREA JAPAN BRAZIL CHILE UNITED STATES CANADA Americas Europe Asia o 350 employees in 9 offices o 1,100 employees in 23 offices o 670 employees in 12 offices SDL resources also include: In-House Translators 1,100 In-house Professional Studios 4 Voice Talents 300+ Audio/Video Engineers 60 Partner Studios 50
  23. 23. 23 SDL provides video localization to Global Brands
  24. 24. 24 Shelflife Media services to support your every need TV Shows Video Games Feature Films Product Videos eLearning Social Media Video Case Studies Just-in-time Training HR Training Executive InterviewsInterviews & Focus Groups Webinars Visibility Commercial & Ads Subtitling Voice-over Dubbing
  25. 25. 25 Budgeting for video localization SDL provides bundled rates to evaluate bottom-line cost Subtitling Voice-Over Professional Dubbing Objectives Translate media at low cost Make a greater impact with translated media without all the cost Professional media production for high-profile projects Type Internal communications, Tutorials YouTube, Podcast, Product overview Web campaign, Broadcast Turnaround 2-3 days 3-5 days 5-10 days Cost $65/min. $115/min. $190/min. Services: (Starting rates – 5 minutes minumum) Cost includes: File preparation, Transcription, Translation, Audio editing and/or Video editing, Quality Assurance and Project Management.
  26. 26. 26 Increasing ROI of existing video content Project brief $360.00 Script creation $720.00 Voice over $1,250.00 Sound effects $200.00 Sound track $500.00 Illustration/Animation $780.00 Video editing $840.00 Video rendering $240.00 Total: $4,890.00 Creation of a 5-minute video: 1 2 3 4 5 6 7 8 Subtitling $325.00 per language Voice-Over $575.00 per language Professional Dubbing $950.00 per language Opportunity to deploy into: 14Additional Markets 8Additional Markets 5Additional Markets Localization of a 5-minute video:
  27. 27. 27 SDL’s key differentiators SDL Media Services utilizes some of the best linguistic and specialized resources to produce high-end multimedia products via its professional production hubs. Our Media Services unit provides consulting services to implement a strategic approach to multimedia localization, while supporting customers with industry best-practices. SDL technology maps out a range of multimedia options to fulfill all content types and needs.
  28. 28. Copyright © 2008-2016 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Brings your brand to the world and the world to your brand.