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What's Next: Accessible Advertising

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Audio description has revolutionised the visual medium for millions of blind and visually impaired people around the world. Narration tracks can now be found in any place imaginable; in theatre productions, films, TV shows, museum exhibitions or even video games - audio description has never been more universally accessible than it is today.

But the medium of audio description has yet to scale, as brands look to better serve their audiences, and with audio description nearing its 40th anniversary, it’s maybe time to start thinking about how it could be made accessible for everyone.

Published in: Marketing
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What's Next: Accessible Advertising

  1. 1. Powered by What’s Next: Accessible Advertising
  2. 2. Welcome Alex Lee Creative Intern Ogilvy Pipe Dayoán Daumont Consulting Partner Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. July 5, 2019 Audio description: Let’s make advertising accessible
  6. 6. Ogilvy Consulting What is accessibility? Accessibility is the process of making a service, environment, product or device usable and understandable to people of all abilities and disabilities.
  7. 7. July 5, 2019 7 1. What is audio description? 2. A brief history of audio description 3. Where are we today? 4. Why should brands care? Agenda
  8. 8. Why this topic?
  9. 9. Where did it all begin?
  10. 10. Ogilvy Consulting 1981 - Margaret Pfanstiehl 1988 - Gregory Frazier 1992 – Audio description added to TV shows The rest is history....
  11. 11. Ogilvy Consulting Audio description is everywhere… Adverts!
  12. 12. 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.
  13. 13. Where are we today?
  14. 14. Channel 4 in the UK was the first to make an audio described advert for the Rio 2016 Paralympics.
  15. 15. Proctor & Gamble rolled out audio description to all its brands’ adverts in 2017
  16. 16. Ogilvy Consulting Huge creative potential
  17. 17. Ogilvy Consulting What else can we do? ü Regional audio description ü Tonal audio description ü Unintelligible ads ü Dual description ads ü Honest audio description
  18. 18. The advertising landscape Still in its infancy Are we going quick enough? Potential to grow creatively
  19. 19. Ogilvy Consulting Why should brands care about diversity and accessibility?
  20. 20. Ogilvy Consulting £249 billion (UK Family Resources Survey, 2017)
  21. 21. Brands have already started removing barriers for disabled people
  22. 22. 9 Diversity goes hand in hand with accessibility
  23. 23. What is accessibility? Accessibility is the process of making a service, environment, product or device usable and understandable to people of all abilities and disabilities.
  24. 24. 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.
  25. 25. Questions?
  26. 26. Thank you.

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