Posts tagged ‘advertising’

In Video We Trust

In Video We Trust

Happy Birthday David (NEW Prometheus Viral!)
“Happy Birthday, David!” a viral campaign for a forthcoming feature film
Why is online video so successful?  Because it often feels so real.  We can see it, hear it, share it.  We laugh, we cry, we get off our butts and do something because our emotions have been truly touched.  And we trust our emotions.

Genuinely connecting with people also takes serious effort – by both video producers and viewers.  Film, TV, News – regardless if it’s highbrow cultural content or commercials, music videos, even skateboarding dogs – seems to take more human effort than text-based email, blogs or social media, where the content can be manufactured, manipulated and blasted out.  We trust the work – even talking robots like “David” above!

We also trust language, especially our native tongue.  Language connects our cultures, our values, our hearts & minds.  We rely on words, messages and themes that we can relate to.  That’s why dotSUB is growing so fast.  Using closed captions and translated subtitles in your videos makes them understandable, relevant, and proximate.  Videos in any language build trust in your story, your brand, in you.  So here’s more about how dotSUB can help your team grow the trust.

Sotheby's Documentary Series
Sotheby’s, the fine arts auction house founded in London 1744, trusts dotSUB’s translations for its documentary series about global operations in 90 locations in 40 countries conducting 250 auctions each year in over 70 categories. Learn about Sotheby’s Artists, Collectors, Rostrums and The House here.

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Six-month Deadline for Internet Closed Captioning Set By FCC

Closed CaptionsInternet consumers must be given experiences that are equal to, if not better than, the experiences provided when content was originally aired on television, is the new mandate included in the  July 13 report by FCC’s Video Programming Accessibility Advisory Committee on the Twenty-First Century Communications and Video Accessibility Act of 2010.

So next January, advanced captioning for live and near-live programming must be online. By next July, all prerecorded programming “substantially edited” for the Internet must be captioned.  Carriers of Internet media must support closed-captioning and end-user display in terms of language, character color, opacity, size, edge, background and font.

“User settings are new to players which support Internet-delivered video, and will require time and effort to implement,” the Video Programming Accessibility Advisory Committee report said.

The new rules allow for Internet delivery of the single standard interchange format now used for digital television. Distributors can transcode for various playout options — such as proprietary or browser-based players — as long as the captioning characteristics are maintained.

Media giants Time-Warner, CNN and Netflix have all been recently sued in City, State and Federal Courts for violations of the Americans with Disabilities Act (ADA) by not providing the deaf with equal access or closed captions to “watch instantly” digital video, archived news and programming.

“The lack of captioned videos means that millions of people with hearing loss will continue to be denied equal access to video news content on CNN.com,” Anna Levine, the plaintiffs” attorney in the suit, said.

The Netflix lawsuit also states: “While streaming (video) provides more access to entertainment to the general public, it threatens to be yet another barrier to people who are deaf and hard of hearing.”

Consequences – legal costs, lost audiences, brand damage – for non-compliance seem serious now, and look like they are just getting started.

More Resources:

dotSUB’s General Overview: U.S. Accessibility Regulations for Online Video Captions

Twenty-First Century Communications and Video Accessibility Act of 2010 (October, 2010): Signed by President Barack Obama

Video Programming Accessibility Advisory Committee (July 2011): First Report on Closed Captioning of Video Programming Delivered Using Internet Protocol

Broadcast Engineering.com (July 2011): FCC sets six-month deadline for Internet closed captioning

KTVU.com (June 2011): CNN Being Sued For Lack Of Closed-Captioning Online

Paid Content (June 2011): Deaf Group Sues Netflix Over Lack Of Captions On Instant Viewing

National Association of the Deaf (NAD)

 

 

 

 

 

 

 

 

 

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Should Digital Video Commercials Come with Subtitles?

Robin KentThis guest post is by Robin Kent, Founder of The Fearless Group, an Advertising Consultancy, former Chairman & CEO of Universal McCann, and member of the dotSUB Board of Advisors.

If the purpose of advertising is to grab the consumer’s attention, how do you do this with over 48 hours of content being uploaded to YouTube every minute?

One way is targeting. It has always been important, but in this new overcrowded environment it is more vital than ever before.  The good news is there are plenty of techniques and data for ensuring advertisers get this right more often than they get it wrong.  Assuming advertisers get the targeting right, is that enough to ensure the consumer understands and acts upon the message?  Perhaps, but could subtitles ensure more consumers see and understand the message. That is a question worth exploring.

Let’s first look at the global world of advertising. In 2011 it’s estimated that $460 Billion will be spent on advertising trying to convince consumers to try new products, stay loyal to existing ones, maybe switch to a competitor’s brand or upgrade to a newer, better, faster version and in general just consume more.

Today only a small portion of this spend will go to video online, but it is never the less an important sector and one which is growing rapidly.  In 2011 digital video advertising in the USA is estimated to be worth $2 billion doubling to $4 billion by 2013.

Advertising is predominantly a local business.  By that I mean although the major global brands sell a similar product market to market, they are very much locally managed, often locally produced and packaged to account for local languages and laws.  Because each market is expected to be profitable from local sales, marketing budgets are also created locally and this often leads to locally produced ads.  In other words, Coca-Cola ads are not necessarily the same market to market. For example, in Spain it’s Coke Light and in the USA Diet Coke—same product, but a very different spin on the values, benefits and image portrayed.

Why is this?  We often hear today that as global consumers we have more in common than not. This may be true of certain brands such as Gucci, Patek Philippe, Porsche, Four Seasons, Ritz Carlton, Singapore Airlines or Emirates Air. However, the majority of the world’s six billion people consume local brands or local variations of global brands. When little children from China visit America for the first time they’re shocked when they see a familiar fast food chain.  “They’ve got McDonald’s here, too?”

If we accept that the vast majority of consumers consume local brands (even if they’re often from global advertisers), then advertising should speak to them in their own language taking into account the local nuances and customs.

But good advertising can be expensive to create.  So can bad advertising, but that’s a discussion for another time.  For a TV or video commercial every second must count.  Actors, locations, directors and film crews all cost money. To shoot an individual commercial for every country is prohibitively expensive for most advertisers, even some of the biggest.  Just because the budget in the USA can justify a “Hollywood” style production, that’s most likely beyond the reach of markets such as Chile, Vietnam, or India.  But the brand’s values must be adhered to wherever the brand exists.

One solution is subtitling. For a small additional cost a video commercial could be made for, say, India’s official 22 recognized languages without losing the power film has over other forms of advertising—the ability to tell a story, using sight, sound, movement, drama and humor.

As an advertiser in the USA do you make a version in English and one for the fast-growing Hispanic population or use subtitles to reduce the cost?

Each advertiser must decide based on the many factors that define their brands, but I think subtitling should at least be considered.написать текст на фотометро газета объявленийpochtolom exe скачать