Lionbridge: The Time Is Now For Global Video

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The Time
Is Now for
Global Video
October 7, 2013

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London 16-18 September 2013
Goal Let’s examine the
phenomenal growth
of video…
…and showcase how it
can play a Key Role in
the Success of a Global
Marketing Strategy

3
Stats: Growth of Video
More than a BillionViews
per day are via Mobile
American consumers
watched 48 Billion
OnlineVideos in July 2013
Gangnam Style first to
cross 1 BILLION views.
75 countries!
Source:YouTube Statistics
Source: comScore July 2013
U.S. OnlineVideo Rankings
Source:YouTubeTrends blog,
December 2012
25% 1B+=
48B
1B+
Views

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Video is Top of Most Marketers To-Do Lists
Source: http://blog.lionbridge.com/marketing/2013/05/14/add-video-marketing/
85%
…of U.S.
internet users
view online
video
50%+
…online video will account
for over 50% of all
internet traffic
2/3
…two-thirds
of the world’s
mobile traffic
will be from
video
By 2014…
By 2016…
…alone averages
4 billion hits
each day
…reports
1 billion views
from mobile devices every day

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Stats: Importance in Marketing
Source: AppMarket.tv “Global Marketers Believe OnlineVideo More EfficientThanTV”
… respondents always or usually
watch a video when they find one
on retail or brand manufacturer
sites
35%
Source: Invodo/eTailing Group Report
… respondents
had watched at least 5 product
videos during just the 3 months
prior to taking the survey
45%
… strongly/somewhat agreed that
they purchase more products
after viewing a related video
44%
Nearly $3 in every $4 ad dollars
flowing into online and OTT
TV Ad Dollars

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Stats: Importance in Marketing (cont’d)
…of visitors who view product videos
are 85% more likely to buy than
visitors who don’t
85%
Source: StretfordDigitalMedia infographic “Why UseVideo?
…retail sites with video increased
conversions by 40% and boosted
average ticket by 13%
40%
With proper optimization, video
increases the chance of a front-page
Google result by 53 times
53
Email click-through rates increase
by 96% when video is used in email
marketing
96%
Zappos reported a 6% to 30%
increase in sales for products
with video
30%
Forbes Insight found that 59% of senior
execs prefer to watch video instead of
reading text, if both are available on
the same page
59%
6%
Times

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Stats: How It Affects Search/Web Traffic
Source: Google
Source: Forrester Research
1Minute of
Video
1.8M 3,600Words of
Text
Typical
Web Pages
Viewers spend more time there.
This increase in time spent on
a page tells Google that there’s
something there.
Videos Make a Web Page “Stickier”…
…for meaningful measurements
use “Relative Audience
Retention” Report, to see how
valuable Google thinks your video
is, based on how many people
have watched the whole thing
Use YouTube Analytics…
Source:YouTube Analytics

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International Video Stats
Source:YouTube Statistics
…of YouTube traffic comes
from outside the US
70%
56Countries
61Languages
…post content in…

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Why Translate?
“Can’tReadWon’tBuy”
Common Sense Advisory consumers in eight countries to learn about how
language affected their purchasing behaviors. They found that:
72%
More than half of consumers are willing to pay more if you are willing
to give them information in their own languages.
…of consumers spend
most or all of their time
on websites in their own
language
…of consumers said they
would be more likely
to buy a product with
information in their
own language
…of consumers said
that the ability to obtain
information in their
own language is more
important than price
72% 56%

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Which Languages Matter the Most
Common Sense Advisory Infographic
http://ow.ly/i/OGva/original
To Reach 80% of the
World’sTotal Online
Population,You Need
at Least 12 Languages
1. Chinese
2. English
3. Spanish
4. Japanese
5. Portuguese
6. Arabic
7. German
8. Russian
9. French
10. Indonesian
11. Korean
12. Italian
80%
To Address 90% of
Global Online Economic
Opportunity,You Need
at Least 13 Languages
1. English
2. Japanese
3. German
4. Spanish
5. French
6. Chinese
7. Italian
8. Portuguese
9. Dutch
10. Korean
11. Arabic
12. Russian
13. Swedish
90%

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International UGC Video Websites
• Klikplej.pl
“A Polish language video site
"Klikplej" is the phonetic spelling
- in Polish - of "Click Play"
• DailyMotion
Attracts users from all over
the world—one of the most
popular & diverse video share
websites on the web”
• 35 countries - 112 million
unique monthly visitors
• 56.Com
“One of the largest video
sharing websites in China”

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On Average, the Top 100 Global Brands Have:
• YouTube video publishing
rates are growing at an
annual clip of 73% with
8,000 NEW videos
per month
• Seasonal patterns have
emerged, signaling the
integration of the YouTube
into brand marketing activities73%
13.8
Channels Each
37,000187
Videos in
Each Channel
Views per
Video
(Average)
Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf

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Interbrand’s Top Global Brand

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Advertising extends reach, drives
channel engagement and grows
subscriber audiences
Video marketing is as important as
video production for YouTube success
Most brands fail to effectively market
the video content they produce
Competitive pressures force brands to
use similar video marketing strategies
The best brands use targeted
YouTube advertising on an
on-going basis
Key YouTube Marketing Insights
from the World’s Top 100 Brands

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Video and Social Media - ROI
• Video provides a clear path to social media ROI:
 The most popular brands attract the most views & social shares
 The best YouTube marketers understand the value of integrating their YouTube videos with their social
media campaigns . Engagement numbers validate this effort!
 There is a staggering difference in social media performance between the best performing brands
within the Top 100 Global Brands and the bottom quartile.
89xMoreTweets
330xMore Facebook
Activity

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Video SEO Optimization and YouTube
• YouTube is the
2nd largest
search engine.
Discoverability
is key
• YouTube SEO
follows very
different rules
than traditional
SEO
• The top 25% of Top 100
Global Brands took more
care in optimizing their
videos and channels,
maintaining 2x the
number of playlists and
video tags
• Within traditional
SEO—Google
prioritizes web
pages with
YouTube video
embeds
25%
#2
1
2
3

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Top Global Brands and SEO
10
8
6
4
2
0
Top Quartile Bottom Quartile
8.7
4.4
Average Number
ofTags
10
8
6
4
2
0
Top Quartile Bottom Quartile
8.4
4.2
Average Number
of Playlists

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Video SEO
• Primarily consists of putting high-quality metadata
around your videos and integrating key search
terms into video titles, tags, and descriptions
Metadata
VideoTitles
VideoTags & Descriptions
• Tighter video integration between
YouTube and a brand’s website…
A higher return on video
investment
Encourages stronger
performance within
Google SEO rankings
…yield results:

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Coca-Cola - #1 Brand

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Everyday Effect Stories - Globally
• http://www.youtube.com/user/ProcterGamble
• Lee & Morty Kaufman - $3. 2 m + views
Proctor & Gamble, Swiffer

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The Best Video Marketers Combine…
Great
Channels
Higher
Content
Audience Engagement
&Viewer WatchTimes
Great
Result in Driving Increased…
…Views …Social
Shares
…Search
Performance
…Video Embeds (on
ImportantWeb Properties)

Getting Started with
Translating Your
Videos

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Cost Requirements…are also being compressed. Budgets are not
available to treat every video with in-studio, professional voice talent.
More efficient models must be leveraged to handle the volume of
“good enough” videos
Quality Desired…now depends on the type of content,
there is not one standard
CycleTime Requirements…for translation are shrinking to days
and in some cases hours. Timeliness is often more important
than quality for many applications
Challenge | How to Translate Video
Need Much Faster Cycle Times and Lower Cost

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Subtitle
Text to
Speech
Professional
Business Objective
Convey content
at lowest cost
Inform with voice as
efficiently
as possible
Brand image,
highest visibility
Typical Applications
Internal communications,
training
Support, sales channel,
partners, up sell
Product launches, website
homepages
Localization Approach Subtitle Text to Speech (TTS) Professional voice talent
TurnaroundTime* 3-5 days 5-10 days 4-8 weeks
Cost/ Video-
Language Minute**
$47 $65 $425
Solution| Three Options to Fit Purpose
Choose Objective to Determine Best Video Translation Approach
* Large volume batches require custom turnaround time estimates
** Inclusive of setup and PM fees. Does not include additional costs for additional formats, HD formats, multiple voices per video, special requests, high cost languages, on screen text translation
Assumes standard definition video,, delivery of all videos via a physically delivered hard drive or uploaded to video server in MP4 format
***Minimum charge of 3 minutes per video
**** If transcription of video is needed, additional charges of $11 per video minute will apply.
1 2 3

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Representative Clients SampleVideos
Capabilities Video: See examples of how our offshore
multimedia team efficiently handles the challenges of
translating video content.
PROFESSIONAL : Watch example of a Brand quality
video with professional voice talent in French.
VOICE OVER : Listen to examples of Text to Speech
voices.
SUBTITLES: Watch example s of quality video with
subtitles in French.
Portfolio| How Do the Options Compare?
Rapid, Highly Efficient Approach for Video Subtitles and Voice Over

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www.lionbridge.com
http://blog.lionbridge.com
http://twitter.com/Lionbridge
http://www.facebook.com/L10nbridge
Thank You
Kathleen Bostick,
VP Global Consumer
Email: kathleen.bostick@lionbridge.com

Lionbridge: The Time Is Now For Global Video

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Lionbridge: The Time Is Now For Global Video