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Video localization: Take Your Videos Global

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In this presentation you will learn the benefits of a global video strategy, including:

*The different types of video localization, when to use each type, and the relative cost for each method
*Tips for creating videos from the start that are easy to localize
*Project management strategies to make video localization easier, faster, and less expensive

Published in: Technology
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Video localization: Take Your Videos Global

  1. 1. Video Localization: Take Your Videos Global Jeffrey Constantin Business Consultant, SDL Kelly Nebeker Producer, Ten Stories Kasia Grabiec Project Manager, SDL
  2. 2. 2 Agenda ○ Where does video fit in? ○ Hurdles impacting your video strategy ○ Best practices for video localization ○ Video localization process ○ Case study ○ ROI of video localization ○ 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 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%
  5. 5. 5 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
  6. 6. 6 Popularity of online video viewing & Video platforms per market * Details: Internet Users, between the ages of 16-65, who access the internet at least once per week and view video on any connected device. Sources: http://www.emarketer.com/Article/Where-Digital-Video-Viewing-Most-Popular/1011140 (June 2014) “Press Play: Quick Introduction to Video Localization” by Rebecca Ray, Common Sense Advisory, Inc. (August 2014) Country % of Internet Users* Popular Video Platforms per Market United States 78.4% Vimeo, YouTube United Kingdom 79.9% YouTube Australia 77.4% YouTube Canada 84.8% YouTube India 84.1% Storypick, Upworthy, YouTube Germany 71.0% YouTube South Korea 95.9% YouTube Brazil 77.3% UOL, Vimeo, YouTube Mexico 90.1% YouTube Japan 73.6% NicoNico, YouTube China 89.6% iQiyi, PPS, Youku Tudou Russia N/A RuTube, YouTube France 75.1% Dailymotion, YouTube Spain 92.0% YouTube Digital Video viewer penetration in Select Countries
  7. 7. 7 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
  8. 8. 8 Hurdles to realizing your global video strategy ○ Building a global video strategy takes too long ○ Struggle to maintain brand control while working with many stakeholders ○ Complexity of localization processes hinders focus on video localization ○ Limited budget for localization does not allow for high-end video services
  9. 9. 9 About Ten Stories Kelly Nebeker Producer WE ARE CREATORS WE ARE ARTISTS WE ARE DESIGNERS WE ARE PRODUCERS WE ARE WRITERS WE ARE ANIMATORS WE ARE COMPOSERS WE ARE VISUAL AUTHORS
  10. 10. 10 Creative process ○ Conception ○ Direction ○ Framework & strategy ○ Art direction ○ Scriptwriting ○ Scheduling ○ Location scouting ○ Casting ○ Direction ○ Photography ○ Production ○ Editing ○ Visual effects ○ Motion graphics ○ Sound design ○ Delivery ○ Subtitles ○ Voiceovers ○ Localization TELLING THE STORY MASTERING THE CRAFT SHOW THE WORLDCREATING THE STORY
  11. 11. 11 Building a strong collaboration o Translation o Audio/Video Production (Working with Qualcomm since 2002) o Subtitling o Post-Production Video Editing o Conception o Production (Working with Qualcomm since 2006) o Editing of Original Content 0001011 10101 1110 100101 10001 000101 101010 10100 100 00010 000101 001010 00101 o Approval/Sign-off o Distribution & Delivery
  12. 12. 12 How to approach video localization End-to-end media solution Brand voice to all markets Global strategy
  13. 13. 13
  14. 14. 14 10 Best Practices to Simplify Video Localization 1 2 Create content with international references (names, locations, etc.) that appeal to a global audience Be aware when making references to information which may change from market to market or over time (i.e. Specific prices, dates, functions/ features not globally available)
  15. 15. 15 10 Best Practices to Simplify Video Localization 3 4 Keep the rate of speech slow enough to accommodate a viewer reading subtitles Obtain, preserve and re-use audio narration scripts
  16. 16. 16 10 Best Practices to Simplify Video Localization 5 6 Limit text and important visuals appearing in the bottom third of the frame Consider using offscreen voice-over and/or limiting the use of on-screen speakers
  17. 17. 17 10 Best Practices to Simplify Video Localization 7 8 Take into account cultural sensitivities (with humor, graphics such as flags, and colors) Know in which mediums your video will be viewed
  18. 18. 18 10 Best Practices to Simplify Video Localization 9 10 When posting to video platforms such as YouTube, always provide metadata (title, description, tags) for translation Identify & train SME who will be involved in the approval process
  19. 19. 19 Shelflife Use the Right Method for the Right Asset 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
  20. 20. 20 Video localization process (Voice-over) Best Practice: o Ensure brand names and any customer-centric content is well captured Resources & Team: Process Overview: Source video transcription 1 Best Practice: o EN VO script is signed off by the client o Voice samples are shared and Voice Talent casting is done by the client Voice-over script creation 2 Best Practice: o Utilize a glossary and style guide to ensure the brand voice is captured VO script translation 3 Best Practice: o Pronounciation queries are addressed with the client Localized VO script approval 4 Audio recordings 5Video editing (Implementation of audio and on-screen text editing) 6 Best Practice: o Quality assurance is carried language specialists Quality Assurance process 7 Video publishing 8 Content Distribution 9 SDL Studio Engineer SDL Translators & Reviewers SDL Video Editors Client - Subject Matter Expert (SME) Client - Content Owner
  21. 21. 21 Broad Range of Capabilities Are Needed 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
  22. 22. 22 Broad Range of Capabilities Are Needed 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 What you should provide when requesting video localization… Video Hand-off Checklist Nice to Have: Source Files:  High resolution video o Clean textless video may be required for recreation of on-screen animations  Split audio tracks (narration, music, sound effects)  Audio script  On-screen text script  Subtitle file (SRT, SUB, SBV, XML etc.) Project Details:  Target languages and markets  Publishing specs (file format, size and compression if different from source)  Project & Voice brief  Voice talent requirements (if any)  Animation video project files (Adobe Premiere, AfterEffects, FinalCut Pro)
  24. 24. 25 Video breakdown Video Topics Comments Duration 2:28 minutes Wordcount 359 words in the English version Target Languages 1. Bahasa 2. Japanese 3. Thai 4. Traditional Chinese 5. Simplified Chinese Media Services Particularities & Challenges o Multiple stakeholders (Qualcomm & Asus) and the need to receive timely feedback o Casting the on-screen speaker for an international audience o Different localization methods each of the target markets  Creative Consult  Scripting  Casting  Studio set  B-roll location shooting  Production crew  Video editorial  Motion graphics  Localization  Delivery
  25. 25. 27 Video breakdown Video Topics Comments Duration 1:27 minutes Wordcount 198 words in the English version + on-screen text Target Languages 1. Brazilian Portuguese Media Services Particularities & Challenges o Video request was specifically for the Brazilian market o Overall creative and casting was created exclusively for that market o SDL handled the translation process while Ten Stories coordinated recordings with their internal staff  Creative Consult  Scripting  Casting  Studio set with green screen  Production crew  Video editorial  Motion graphics & compositing  Localization  Delivery
  26. 26. 28 Budgeting for video localization Using 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 campaigns, 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.
  27. 27. 29 Increasing ROI of existing video content Project brief $360.00 Script creation $720.00 Production $3,000.00 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: $7,890.00 Creation of a 5-minute video: 1 2 3 4 5 6 7 8 9
  28. 28. 30 Increasing ROI of existing video content Project brief $360.00 Script creation $720.00 Production $3,000.00 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: $7,890.00 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: 24Additional Markets 13Additional Markets 8Additional Markets Localization of a 5-minute video: 9
  29. 29. 31  Start NOW with your best asset  Meet with your video agency and creative team to review best practices for video localization  Include localization in your budget when creating new videos  Localization extends the ROI of any type of video (marketing, training, product previews, etc.) Takeaways
  30. 30. 32 Thank You 32

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