lights, camera, translation... action!
TRANSCRIPT
SDL Proprietary and Confidential
Lights, Camera, Translation… Action!Blockbuster Strategies for Video Localization
Jeffrey ConstantinBusiness Consultant, SDL
SDL Language Customer Success Summit | June 7, 2016
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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
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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 viewsper 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 minutesand 49 seconds
… time spent by the average userwatching online video ads every month.
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Canadian digital media trends
87%…of
Canadians are
connected(26 Million)
99.5%…of
Canadians who use
the internet access it everyday
35Hours/MoSpent Online
Canada ranks #3 globally for time spent on the web
More and more Canadians prefer the internet for video streamingvs. 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.
“”
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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 increaseby 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%
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The impact of video on Training
UkraineColombiaIndoneia
Brazi lCzech Republ ic
PolandRomaniaMalaysia
ChinaInd ia
20%20%
25%26%27%28%
38%41%
52%55%
Top 10 Growth Rates by Country
…of USA companies offer online corporate training to improve the professional
development of their employees.
77% Companies usingeLearning &on-the-job
training generate26% 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 $11.5Bexpected by 2016
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Interbrand’s top 100 global brands have:
Source: http://www.pixability.com/industry-studies/top-100-global-brands-2015/
611KBrandVideos
40BChannel Views
2,400
channels
% of videos on YouTube are
+ minutes in length.10Top 100 brands collectivelyupload a new video every
18.5 minutes
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Our YouTube presence
361 videos69,647 subscribers41,976,072 viewsJoined Oct. 2007
10 videos424 subscribers849,116 viewsJoined Dec. 2012
189 videos1,208 subscribers165,678 viewsJoined Jan. 2010
138 videos760 subscribers205,009 viewsJoined Oct. 2011
178 videos2,461 subscribers14,341,967 viewsJoined June 2013
621 videos15,139 subscribers7,564,485 viewsJoined May 2008
303 videos2,881 subscribers2,444,475 viewsJoined Nov. 2009
124 videos392 subscribers35,637 viewsJoined Dec. 2011
16 videos16 subscribers1,974 viewsJoined 2015
268 videos781 subscribers139,895 viewsJoined Oct. 2009
80 videos626 subscribers1,354,532 viewsJoined Aug. 2014
629 videos6,982 subscribers17,149,709 viewsJoined Apr. 2008
142 videos969 subscribers603,661 viewsJoined Feb. 2010
133 videos12,174 subscribers13,509,637 viewsJoined May 2008
98 videos220 subscribers68,159 viewsJoined Sept. 2009
266 videos694 subscribers135,837 viewsJoined Apr. 2007
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Opportunities from a global video strategyEngage 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
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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
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VIDEO
When posting to YouTube,always provide metadata for translation
(title, description, tags)
META
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Thoughts on “Inner Thoughts”Visibility:
o English:o Russian:o Turkish:o Spanish:o French:o Chinese:o Greek (sub):
(# of views)
8.7M4.9M4M3M1M800K300K
Distribution:
+ Short spin-offs
+ Nike+Training ClubApp in 10+ languages
Video Breakdown:
70 Word script
On-screen text
5 Off-screen multicultural voices
Closed captions
15+ Languages
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How to approach video localization
End-to-end media
solution
Brand voice to all markets
Global strategy
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SDL’s Network offices: Global footprint & language coverage
THE NETHERLANDSBELGIUM
UKIRELAND
FRANCE
SPAIN
ITALY
SLOVENIACROATIA
HUNGARY GREECE
TURKEY
LEBANON
ROMANIA
CZECH REPGERMANY
POLANDDENMARK
NORWAY
SWEDEN FINLAND
RUSSIA
PR CHINA
INDIA
THAILAND
SINGAPORE
TAIWAN
SOUTHKOREA
JAPAN
BRAZIL
CHILE
UNITED STATES
CANADA
Americas Europe Asiao 350 employees in 9 offices o 1,100 employees in 23 offices o 670 employees in 12 offices
SDL resources also include:
In-HouseTranslators
1,100In-house
Professional Studios
4Voice
Talents
300+Audio/VideoEngineers
60PartnerStudios
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She
lf lif
eMedia services to support your every need
TV Shows
Video Games
Feature Films
Product Videos
eLearning
Social Media
Video Case Studies
Just-in-timeTraining
HR Training
ExecutiveInterviewsInterviews
& Focus Groups
Webinars
Visibility
Commercial & Ads
SubtitlingVoice-overDubbing
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Budgeting for video localization SDL provides bundled rates to evaluate bottom-line cost
Subtitling Voice-Over ProfessionalDubbing
Objectives Translate mediaat low cost
Make a greater impactwith 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.
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Increasing ROI of existing video content
Project brief $360.00Script creation $720.00Voice over $1,250.00Sound effects $200.00Sound track $500.00Illustration/Animation $780.00Video editing $840.00Video rendering $240.00
Total: $4,890.00
Creation of a 5-minute video:
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3
4
5
6
7
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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:
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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 optionsto fulfill all content types and needs.
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