Video localization: Take Your Videos Global

Video Localization:
Take Your Videos Global
Jeffrey Constantin
Business Consultant, SDL
Kelly Nebeker
Producer, Ten Stories
Kasia Grabiec
Project Manager, SDL

2
Agenda
○ Where does video fit in?
○ Hurdles impacting your video strategy
○ Best practices for video localization
○ Video localization process
○ Case study
○ ROI of video localization
○ Q&A

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
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%

5
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

6
Popularity of online video viewing & Video platforms per market
* Details: Internet Users, between the ages of 16-65, who access the internet at least once per week and view video on any connected device.
Sources: http://www.emarketer.com/Article/Where-Digital-Video-Viewing-Most-Popular/1011140 (June 2014)
“Press Play: Quick Introduction to Video Localization” by Rebecca Ray, Common Sense Advisory, Inc. (August 2014)
Country % of Internet Users* Popular Video Platforms per Market
United States 78.4% Vimeo, YouTube
United Kingdom 79.9% YouTube
Australia 77.4% YouTube
Canada 84.8% YouTube
India 84.1% Storypick, Upworthy, YouTube
Germany 71.0% YouTube
South Korea 95.9% YouTube
Brazil 77.3% UOL, Vimeo, YouTube
Mexico 90.1% YouTube
Japan 73.6% NicoNico, YouTube
China 89.6% iQiyi, PPS, Youku Tudou
Russia N/A RuTube, YouTube
France 75.1% Dailymotion, YouTube
Spain 92.0% YouTube
Digital Video viewer penetration in Select Countries

7
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

8
Hurdles to realizing your global
video strategy
○ Building a global video strategy takes too long
○ Struggle to maintain brand control while
working with many stakeholders
○ Complexity of localization processes hinders
focus on video localization
○ Limited budget for localization does not allow
for high-end video services

9
About Ten Stories
Kelly Nebeker
Producer
WE ARE CREATORS
WE ARE ARTISTS
WE ARE DESIGNERS
WE ARE PRODUCERS
WE ARE WRITERS
WE ARE ANIMATORS
WE ARE COMPOSERS
WE ARE VISUAL AUTHORS

10
Creative process
○ Conception
○ Direction
○ Framework
& strategy
○ Art direction
○ Scriptwriting
○ Scheduling
○ Location scouting
○ Casting
○ Direction
○ Photography
○ Production
○ Editing
○ Visual effects
○ Motion graphics
○ Sound design
○ Delivery
○ Subtitles
○ Voiceovers
○ Localization
TELLING THE STORY MASTERING THE CRAFT SHOW THE WORLDCREATING THE STORY

11
Building a strong collaboration
o Translation
o Audio/Video
Production
(Working with Qualcomm since 2002)
o Subtitling
o Post-Production
Video Editing
o Conception
o Production
(Working with Qualcomm since 2006)
o Editing of
Original Content
0001011 10101 1110 100101
10001 000101 101010 10100 100
00010 000101 001010 00101
o Approval/Sign-off
o Distribution
& Delivery

12
How to approach video localization
End-to-end
media
solution
Brand
voice to all
markets
Global
strategy

14
10 Best Practices to Simplify Video Localization
1
2
Create content with
international references
(names, locations, etc.) that
appeal to a global audience
Be aware when making references to
information which may change from
market to market or over time (i.e.
Specific prices, dates, functions/
features not globally available)

15
3
4
Keep the rate of speech slow
enough to accommodate a
viewer reading subtitles
Obtain, preserve and re-use
audio narration scripts

16
5
6
Limit text and important
visuals appearing in the
bottom third of the frame
Consider using offscreen
voice-over and/or limiting
the use of on-screen
speakers

17
7
8
Take into account cultural
sensitivities (with humor,
graphics such as flags,
and colors)
Know in which mediums
your video will be viewed

18
9
10
When posting to video
platforms such as YouTube,
always provide metadata (title,
description, tags) for translation
Identify & train SME who
will be involved in the
approval process

19
Shelflife
Use the Right Method for the Right Asset
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

20
Video localization process (Voice-over)
Best Practice:
o Ensure brand names and
any customer-centric
content is well captured
Resources
& Team:
Process Overview:
Source video
transcription
1
Best Practice:
o EN VO script is signed off by the client
o Voice samples are shared and Voice
Talent casting is done by the client
Voice-over script
creation
2
Best Practice:
o Utilize a glossary and style
guide to ensure the brand
voice is captured
VO script
translation
3
Best Practice:
o Pronounciation queries are
addressed with the client
Localized VO
script approval
4
Audio recordings
5Video editing
(Implementation of audio
and on-screen text editing)
6
Best Practice:
o Quality assurance is carried
language specialists
Quality Assurance
process
7
Video publishing
8
Content Distribution
9
SDL Studio Engineer
SDL Translators
& Reviewers
SDL Video Editors
Client - Subject
Matter Expert (SME)
Client - Content Owner

21
Broad Range of Capabilities Are Needed
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

22
Broad Range of Capabilities Are Needed
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
What you should provide when requesting video localization…
Video Hand-off Checklist
Nice to
Have:
Source Files:
 High resolution video
o Clean textless video may be required
for recreation of on-screen animations
 Split audio tracks (narration, music,
sound effects)
 Audio script
 On-screen text script
 Subtitle file (SRT, SUB, SBV,
XML etc.)
Project Details:
 Target languages and markets
 Publishing specs (file format, size
and compression if different from
source)
 Project & Voice brief
 Voice talent requirements (if any)
 Animation video project files (Adobe
Premiere, AfterEffects, FinalCut Pro)

25
Video breakdown
Video Topics Comments
Duration 2:28 minutes
Wordcount 359 words in the English version
Target Languages
1. Bahasa
2. Japanese
3. Thai
4. Traditional Chinese
5. Simplified Chinese
Media Services
Particularities &
Challenges
o Multiple stakeholders (Qualcomm & Asus) and the need to receive timely feedback
o Casting the on-screen speaker for an international audience
o Different localization methods each of the target markets
 Creative Consult
 Scripting
 Casting
 Studio set
 B-roll location shooting
 Production crew
 Video editorial
 Motion graphics
 Localization
 Delivery

27
Video breakdown
Video Topics Comments
Duration 1:27 minutes
Wordcount 198 words in the English version + on-screen text
Target Languages 1. Brazilian Portuguese
Media Services
Particularities &
Challenges
o Video request was specifically for the Brazilian market
o Overall creative and casting was created exclusively for that market
o SDL handled the translation process while Ten Stories coordinated recordings with
their internal staff
 Creative Consult
 Scripting
 Casting
 Studio set with green screen
 Production crew
 Video editorial
 Motion graphics & compositing
 Localization
 Delivery

28
Budgeting for video localization
Using 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 campaigns,
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.

29
Increasing ROI of existing video content
Project brief $360.00
Script creation $720.00
Production $3,000.00
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: $7,890.00
Creation of a 5-minute video:
1
2
3
4
5
6
7
8
9

30
Increasing ROI of existing video content
Project brief $360.00
Script creation $720.00
Production $3,000.00
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: $7,890.00
Creation of a 5-minute video:
1
2
3
4
5
6
7
8
Subtitling
$325.00 per language
Voice-Over
Professional Dubbing
Opportunity
to deploy
into:
24Additional
Markets
13Additional
Markets
8Additional
Markets
Localization of a 5-minute video:
9

31
 Start NOW with your best asset
 Meet with your video agency and
creative team to review best practices
for video localization
 Include localization in your budget when
creating new videos
 Localization extends the ROI of any type
of video (marketing, training, product
previews, etc.)
Takeaways

Video localization: Take Your Videos Global

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