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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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“Online Video Ads Outperform TV Ads on All Measured Effectiveness Metrics”

–

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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

Create content with international references

that appeal to a global audience

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VIDEO

Obtain, preserve and re-useaudio narration scripts

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VIDEO

Limit text appearing in the bottom third of the frame

SUBTITLES

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VIDEO

Consider using voice-over while limiting the use of on-screen speakers

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VIDEO

When posting to YouTube,always provide metadata for translation

(title, description, tags)

META

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CASE STUDY:Better For It –Inner Thoughts

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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

50

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SDL provides video localization to Global Brands

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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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2

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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