SDL Proprietary and Confidential

Redefine YourGlobal Video Strategy

Jeffrey Constantin

Business Consultant, SDL

SDL Language Customer Success Summit 2015

Video Localization

2

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

3

The need for global video strategy

50%

69%89 Million people are expected to watch online videos today

(Comscore)

Globally, online video traffic will be 69% of all consumer

Internet traffic in 2017(Cisco)

Online video now accounts for 50% of

all mobile traffic(Bytemobile Mobile

Analytics Report)2 billion video views per week

are mobilized on YouTube70% of traffic comes from

outside the US(YouTube)

4

“Online Video Ads

Outperform TV Ads

on All Measured

Effectiveness

Metrics”–

5

30%

Who needs video? Marketing

…of visitors who view product videos are more likely to buy than visitors who don’t

Source: StretfordDigitalMedia infographic “Why Use Video?

…retail sites with video increased conversions by 40% and boosted average ticket by 13%

With proper optimization, video increases the chance of a front-page Google result by 53 times

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

Forbes Insight found that 59% of senior execs prefer to watch video instead of reading text, if both are available on the same page

85% 53 Times

96%

40%

59%

6

Who needs video? Training

20%

20%

25%

26%

27%

28%

38%

41%

52%

55%

Ukraine

Colombia

Indoneia

Brazi l

Czech Republ ic

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 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 $11.5B

expected by 2016

7

Top 100 Global Brands have:

o YouTube video publishing

rates are growing at an annual

clip of 73% with 8,000 NEW

videos per month

o Seasonal patterns have

emerged, signaling the

integration of YouTube into

brand marketing activities

13.8 YouTube

Channels Each

187 Videos in

Each Channel

37,000 Views per

Video (Average)

Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf

73%

8

Opportunities from a global video strategy

Engage your

audiences in an

ongoing dialogIncrease 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

9

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

10

VIDEO

Create content with

international references

that appeal to a global audience

11

VIDEO

Obtain, preserve and re-use

audio narration scripts

12

VIDEO

Limit text appearing in the

bottom third of the frame

13

VIDEO

When posting to YouTube,

always provide metadata for translation(title, description, tags)

14

VIDEO

Consider using voice-over while

limiting the use of on-screen speakers

15

CASE STUDY:

Better For It –

Inner Thought

16

17

Thoughts on “Inner Thought”

Visibility:

o English:

o Russian:

o Turkish:

o Spanish:

o French:

o Chinese:

o Greek (sub):

(# of views)

8.4M4.9M4M3M1M700K300K

Distribution:

+ Short spin-offs

+ Nike+Training Club

App in 16 languages

Video Breakdown:

70 Word script

On-screen text

5 Off-screen

multicultural voices

Closed captions

15+ Languages

18

19

How to approach video localization

End-to-end

media

solution

Brand

voice to all

markets

Global

strategy

20

SDL’s Network offices: Global footprint & language coverage

THE NETHERLANDS

BELGIUM

UKIRELAND

FRANCE

SPAIN

ITALY

SLOVENIA

CROATIA

HUNGARY GREECE

TURKEY

LEBANON

ROMANIA

CZECH REPGERMANY

POLAND

DENMARK

NORWAY

SWEDENFINLAND

RUSSIA

PR CHINA

INDIA

THAILAND

SINGAPORE

TAIWAN

SOUTHKOREA

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

21

SDL provides video localization to Global Brands

22

Sh

elf life

Media services to support your every need

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

23

Budgeting for video localization

SDL provides bundled rates to evaluate bottom-line cost

Subtitling Voice-Over Professional

Dubbing

ObjectivesTranslate media

at low cost

Make a greater impact

with translated media

without all the cost

Professional media production

for high-profile projects

TypeInternal 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.

24

Increasing ROI of existing video content

Project brief $360.00

Script creation $720.00

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: $4,890.00

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:

14Additional

Markets

8Additional

Markets

5Additional

Markets

Localization of a 5-minute video:

25

SDL’s key differentiators

SDL Media Services utilizes some of the best linguistic and

audio resources to produce high-end multimedia products

via its professional sound 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 uses native voice talents to capture the tone, style

& feel of your content

SDL technology maps out a range of multimedia options

to fulfill all content types and needs

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This presentation and its content are SDL confidential unless otherwise specified, and may not be

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Global Customer Experience Management