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What's Next: Accessible Advertising
The document discusses the importance of accessibility in advertising, particularly focusing on audio description for visually impaired audiences. It highlights the history of audio description, current efforts by brands, and the untapped creative potential in making advertisements accessible to the 1 billion disabled people worldwide. The presentation argues that brands should prioritize both diversity and accessibility to remove barriers and engage a wider audience.
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What's Next: Accessible Advertising
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- 2. Welcome Alex Lee Creative Intern OgilvyPipe Dayoán Daumont Consulting Partner Ogilvy Consulting
- 3. Tell us where you aredialing in from! What’s the weather like in your city?
- 4. Do you want thisdeck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
- 5. July 5, 2019 Audiodescription: Let’s make advertising accessible
- 6. Ogilvy Consulting What is accessibility? Accessibilityis the process of making a service, environment, product or device usable and understandable to people of all abilities and disabilities.
- 7. July 5, 20197 1. What is audio description? 2. A brief history of audio description 3. Where are we today? 4. Why should brands care? Agenda
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- 10. Where did itall begin?
- 11. Ogilvy Consulting 1981 -Margaret Pfanstiehl 1988 - Gregory Frazier 1992 – Audio description added to TV shows The rest is history....
- 12. Ogilvy Consulting Audio descriptionis everywhere… Adverts!
- 13. 300 million visually impaired worldwide July 5,2019 13 30 million visually impaired in Europe 500,000 in Australia 7.2 million in Brazil 2 million in the UK 365,000 in the Netherlands 1.2 million in France 1.6 million in Italy 645,000 in Germany 22 million visually impaired in the US 145 million visually impaired in Asia 20 million visually impaired in Africa There are 1 billion disabled people in the world.
- 14. Where are wetoday?
- 15. Channel 4 inthe UK was the first to make an audio described advert for the Rio 2016 Paralympics.
- 17. Proctor & Gamblerolled out audio description to all its brands’ adverts in 2017
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- 21. Ogilvy Consulting What elsecan we do? ü Regional audio description ü Tonal audio description ü Unintelligible ads ü Dual description ads ü Honest audio description
- 22. The advertising landscape Stillin its infancy Are we going quick enough? Potential to grow creatively
- 23. Ogilvy Consulting Why shouldbrands care about diversity and accessibility?
- 24. Ogilvy Consulting £249 billion (UKFamily Resources Survey, 2017)
- 25. Brands have alreadystarted removing barriers for disabled people
- 28. 9 Diversity goes handin hand with accessibility
- 29. What is accessibility? Accessibility isthe process of making a service, environment, product or device usable and understandable to people of all abilities and disabilities.
- 30. Ogilvy Consulting To recap… 1.Adverts are currently not accessible for the 300 million people worldwide. 2. Audio description is a medium which hasn’t been explored creatively. 3. Brands shouldn’t just be thinking about diversity, but also accessibility.
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