video localization

SDL Video LocalizationPreparing Your Videos forthe International Audience

Kathleen Bostick, Andrew Williams and John Fearnside

September 2014

John Fearnside Technical Services Manager 19 years experience in localization

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Andrew Williams Creative Technologies Specialist 10+ years experience in design, multimedia and broadcasting

Kathleen Bostick VP NA Language Solutions 19+ years of localization industry experience

Quick Poll

○ How many of you have video in your content? !!

○ How many of you are translating your videos?

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Everybody’s doing it.

○ Nielsen claims 64% of marketers expect video to dominate their strategies inthe near future.

o Investis says 42% of companies now have a video gallery to house their content.

○ Cisco says by 2017, video will account for 69% of all consumer internet traffic.

Source: Source: Source:

64% 42%69%

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Volkswagon Gooooooooolf.

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Way more than marketing.

1 minute of video

○ Training ○ Demonstrate and review processes ○ Knowledge sharing ○ Morale boost ○ Celebration (company

anniversary, etc.)

External Use Internal Use

○ Broad marketing messages ○ Product demos ○ Reviews ○ Demonstrate and review processes ○ Training ○ Recruitment

million words

According to Forrester:

1.8

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Now playing.

Source: “Press Play: Quick Introduction to Video Localization” by Rebecca Ray Common Sense Advisory, Inc., August 2014

YouTube.com

Beyond YouTube.com

○ Over 1 billion unique visitors per month

○ More than 80% of its traffic now comes from outside the United States

○ Brazil: UOL, Vimeo, YouTube

○ China: iQiyi, PPS, Youku Tudou

○ India: Storypick, Upworthy, YouTube

○ Turkey: Dailymotion, Vimeo, YouTube

○ Russia: RuTube, YouTube

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These countries just love video.

Source: “Where Is Digital Video Viewing Most Popular?”eMarketer, August 2014

“Virtually anyone who goes online at least weekly also watches digital video with some frequency.”

95.9%South Korea

92%Spain

91%Italy

90.1%Mexico

89.6%China

‹#›

It’s hip to be cool.

https://vine.co/DietCoke

http://instagram.com/mercedesbenz#

6-second Vines and 15-second Instagram videos:Budget friendly: “Very”

Translation word count: “Tiny”

Increase your cool quotient: “SO Much”

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Wearable tech. Interesting.

Source: “Google Glass Turns 2: Here Are 60 Brands & Businesses Using It” MarketingLand.com, April 2014

Travel industry company, Tambourine, wants their employees to use Google Glass to capture videos for social marketing sharing.

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It’s about global inclusivity.

Videos aren’t just for peoplewho speak your language

Everyone needs the same info, regardless of where they areand what language they speak

Making and localizing videosis getting more and morebudget-friendly

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Lights... Camera... Hang on.

Source: “Press Play: Quick Introduction to Video Localization” by Rebecca Ray Common Sense Advisory, Inc., August 2014

What is your process for capturing &

integrating local market perspectives?

Will this video be useful internationally?

What are your budget constraints?

What educational resources are

available to bring you up to speed?

How much effort will it take to

prepare the video for localization?

Who are the players?

What can youdo with video?

What can you do with a video?

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Subtitles

Voice-Over

On-Screen Text

What can you do with a video?

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Subtitleso Visual reference of the words being spoken o Great for cost effectiveness! o Great for accessibility needs!

Looks like this…

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What can you do with a video?

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Voice-Overo Human voice actor speaks over

existing audio track o Adds value to your production o Highest comprehension level o Easier than reading!

Sounds like this…

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What can you do with a video?

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On-Screen Text (OST)o Localization of text appearing on screen o Adds highest amount of production quality o Provides contextual information

On-Screen Text: Dynamic

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On-Screen Text: Static

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Quality Solutions

Volu

me

(Or Subtitling)Amateur Voiceover Professional Voiceover

Media services to support your every need

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Just-in-time training

Interviews and focus groups

Product videos

eLearning Video games

TV shows

Feature films

HR training

Webinars

Video Case StudiesSocial media

Interviews and focus groups

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Quality solutions

○ Maidenhead Studio – Highly trained professional video/audio engineers – Large, high visibility, long duration productions

• Films, commercials, video games, product videos, etc.

– Professional voice talent • Selected and filtered by audio experts for quality and client needs

– Ideal for projects that require: • Best quality at “any cost” • World class talent

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Quality solutions

○ Flatiron Multimedia Studio – Highly trained professional video/audio engineers – Smaller, quicker, cheaper projects

• Social media, internal training, webinars, company updates, etc.

– Amateur/professional voice talent • Selected and filtered by audio experts for cost and quality

– Ideal for projects that require: • High Volume • Cost effectiveness

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Studio capabilities

○ Voice over for E-learning ○ Timed audio recordings for videos ○ Subtitling

– Handled by engineering department ○ Video editing

– On screen text and timed audio integration – Handled by engineering department

○ Audio post editing ○ Most languages supported

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Legacy Video Considerations

✓ Existing videos which where produced in the past ✓ May not have taken localization in mind when created ✓ Unknown origin or creators

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Legacy video considerations

o Addition of subtitles – Are there any obstructive elements – Speed of speech

o Localizable graphics – Are the project files available? – How difficult to reproduce graphics

o Voice-over – Speed of speech – Number of actors on screen – Transcript creation

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New Video Production

✓ You are planning to createa video from scratch

✓ Taking various considerations in mind ✓ Will have access to all files and media

afterwards

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New video considerationso Addition of subtitles

– Avoiding content in the lowerthird of the screen

– Speed of speech o Localizable graphics

– Created in such a way to allownatural breaks

– Be aware motion on the screen – Ensure proper project files are available

o Voice-over – Speed of speech is regular – Natural pauses to accommodate

text expansion – Careful use of language

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Video I18N(Internationalization)

Video internationalization (I18N)

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What went wrong?

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Found in every continent except Antarctica

Nearly 20,000 known species

Audience

o Who is your audience? o Where are they from? o What do they know?

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Shooting your own production?

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…in complex situations our teams have the capability to integrate directly with third-party film crews to keep the process seamless while providing internationalization support

Video Process Considerations

Risk assessment

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Instructions○ Be clear and concise of what

you have and what you want to do with it – If you are not familiar with video,

include someone that is, or ask for assistance and explanation

– Our experts can advise you on the best course of action to take

○ This is one of the most important steps

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Transcription○ Be clear whether a transcript

will be provided – If you do not posses a transcript you

may request for one to be created ○ Any transcript created by any

vendor should have your final approval before it is used

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Recording/translation○ Your transcript is prepared

for translation and translated ○ If time permits request

voice samples – Recording is generally time

consuming and requires lotsof planning to accomplish

– Finding out you don’t like a voice after the recordingis a large set back

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Production○ Your project is assembled

– Bug-fixing occurs – Subtitles are added – Translations are applied – Voice-overs are mapped

○ Video Engineers finalizethe project for export

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Export○ Your video files are created

in the specific output you requested

○ There may be file conversions which take place

○ Although the final export settings do not need to be known until this step, it helpsto understand in advance the amount of detail and quality your are trying to achieve

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Risk assessment

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Time

Amount of work performed

Risk assessment

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Time

Amount of work performed

Q&A

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