Subtitling, audio dubbing, and transcreation. Tips to conceptualize videos from the start so they are easier and cheaper to localize. Emerging technologies and techniques that separate audio and subtitling from videos, easing the translation management and multilingual deployment. Delivered at the SDL Customer Success Summit Montreal 2016.

1. SDL Proprietary and Confidential
Lights, Camera,
Translation… Action!
Blockbuster Strategies for Video Localization
Jeffrey Constantin
Business Consultant, SDL
SDL Language Customer Success Summit | June 7, 2016

2. 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. 3
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 views
per 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 minutes
and 49 seconds
… time spent by the average user
watching online video ads every month.

4. 4
Canadian digital media trends
87%
…of
Canadians
are
connected
(26 Million)
99.5%
…of
Canadians
who use
the internet
access it
everyday
35Hours/Mo
Spent Online
Canada
ranks #3
globally
for time
spent on
the web
More and more Canadians prefer
the internet for video streaming
vs. 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.
“
”

5. 55
“Online Video Ads
Outperform TV Ads
on All Measured
Effectiveness
Metrics” –

6. 6
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 increase
by 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%

7. 7
The impact of video on Training
20%
20%
25%
26%
27%
28%
38%
41%
52%
55%
Ukraine
Colombia
Indoneia
Brazil
Czech Republic
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 generate
26% 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

8. 8
Interbrand’s top 100 global brands have:
Source: http://www.pixability.com/industry-studies/top-100-global-brands-2015/
611KBrand
Videos
40BChannel
Views
2,400
channels
% of videos on YouTube are
+ minutes in length.10
Top 100 brands collectively
upload a new video every
18.5 minutes

9. 9
Our YouTube presence
361 videos
69,647 subscribers
41,976,072 views
Joined Oct. 2007
10 videos
424 subscribers
849,116 views
Joined Dec. 2012
189 videos
1,208 subscribers
165,678 views
Joined Jan. 2010
138 videos
760 subscribers
205,009 views
Joined Oct. 2011
178 videos
2,461 subscribers
14,341,967 views
Joined June 2013
621 videos
15,139 subscribers
7,564,485 views
Joined May 2008
303 videos
2,881 subscribers
2,444,475 views
Joined Nov. 2009
124 videos
392 subscribers
35,637 views
Joined Dec. 2011
16 videos
16 subscribers
1,974 views
Joined 2015
268 videos
781 subscribers
139,895 views
Joined Oct. 2009
80 videos
626 subscribers
1,354,532 views
Joined Aug. 2014
629 videos
6,982 subscribers
17,149,709 views
Joined Apr. 2008
142 videos
969 subscribers
603,661 views
Joined Feb. 2010
133 videos
12,174 subscribers
13,509,637 views
Joined May 2008
98 videos
220 subscribers
68,159 views
Joined Sept. 2009
266 videos
694 subscribers
135,837 views
Joined Apr. 2007

10. 10
Opportunities from a global video strategy
Engage 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

11. 11
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

12. 12
VIDEO
Create content with
international references
that appeal to a global audience

13. 13
VIDEO
Obtain, preserve and re-use
audio narration scripts

14. 14
VIDEO
Limit text appearing in the
bottom third of the frame
SUBTITLES

15. 15
VIDEO
Consider using voice-over while
limiting the use of on-screen speakers

16. 16
VIDEO
When posting to YouTube,
always provide metadata for translation
(title, description, tags)
META

17. 1717
CASE STUDY:
Better For It –
Inner Thoughts

18. 18

19. 19
Thoughts on “Inner Thoughts”
Visibility:
o English:
o Russian:
o Turkish:
o Spanish:
o French:
o Chinese:
o Greek (sub):
(# of views)
8.7M
4.9M
4M
3M
1M
800K
300K
Distribution:
+ Short spin-offs
+ Nike+Training Club
App in 10+ languages
Video Breakdown:
70 Word script
On-screen text
5 Off-screen
multicultural
voices
Closed captions
15+ Languages

20. 20

21. 21
How to approach video localization
End-to-end
media
solution
Brand
voice to all
markets
Global
strategy

22. 22
SDL’s Network offices: Global footprint & language coverage
THE NETHERLANDS
BELGIUM
UKIRELAND
FRANCE
SPAIN
ITALY
SLOVENIA
CROATIA
HUNGARY GREECE
TURKEY
LEBANON
ROMANIA
CZECH REP
GERMANY
POLAND
DENMARK
NORWAY
SWEDEN FINLAND
RUSSIA
PR CHINA
INDIA
THAILAND
SINGAPORE
TAIWAN
SOUTH
KOREA
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

23. 23
SDL provides video localization to Global Brands

24. 24
Shelflife
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

25. 25
Budgeting for video localization
SDL provides bundled rates to evaluate bottom-line cost
Subtitling Voice-Over
Professional
Dubbing
Objectives
Translate media
at low cost
Make a greater impact
with 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.

26. 26
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:

27. 27
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 options
to fulfill all content types and needs.

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