SDL Proprietary and Confidential
Redefine YourGlobal Video StrategyVideo Localization
Jeffrey Constantin Business Consultant, SDL
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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
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)
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Canadian digital media trends
87%…of
Canadians are
connected99.5%
…of Canadians access the
internet everyday
41Hours/MoSpent Online
Canada ranks #2 globally for time spent on the web
32Hours/Mo
More and more Canadians prefer the internet for video streamingvs. network cable
Canadians spend more time on YouTube than anyone else in the world with the average user watching
CABLE
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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%
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Who needs video? Training
Ukraine
Colombia
Indoneia
Brazi l
Czech Repub l ic
Po land
Romania
Malaysia
China
Ind 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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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%
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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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Animatedtext canbe problematicto recreate
Multiplespeakerswill increaseaudio recording costs
US-centriccontent willnot work for a global audience
Missingscriptsadd tasks tothe process
Avoiding global video strategy “headaches”
Subtitles canoverlay withtext displayedat the bottom
SUBTITLES
Text
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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 NETHERLANDS
BELGIUM
UKIRELAND
FRANCE
SPAIN
ITALY
SLOVENIACROATIA
HUNGARY GREECE
TURKEY
LEBANON
ROMANIA
CZECH REPGERMANY
POLAND
DENMARK
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
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SDL’s Network offices: Global footprint & language coverage
THE NETHERLANDS
BELGIUM
UKIRELAND
FRANCE
SPAIN
ITALY
SLOVENIACROATIA
HUNGARY GREECE
TURKEY
LEBANON
ROMANIA
CZECH REPGERMANY
POLAND
DENMARK
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
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VoiceTalents
300+
Audio/VideoEngineers
60
PartnerStudios
50
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Sh
elf
life
SubtitlingEntry-level voiceoverProfessional voiceover
Media 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
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Budgeting for video localization
SDL provides bundled rates to evaluate bottom-line cost
Rapid-to-Market Subtitling
Rapid-to-Market Voice-Over
ProfessionalStudio Services
ObjectivesTranslate media
at low cost
Make a greater impactwith translated media
without all the cost
Professional media production for high-profile projects
TypeInternal communications,
TutorialsYouTube, 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 $360.00
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:
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3
4
5
6
7
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Rapid-to-MarketSubtitling
$325.00 per language
Rapid-to-MarketVoice-Over
$575.00 per language
Professional Studio Services
$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 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 100% human voices to capture the tone, style & feel of your content
SDL technology maps out a range of multimedia optionsto fulfill all content types and needs
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Global Customer Experience Management