lionbridge: the time is now for global video
TRANSCRIPT
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The Time Is Now for Global Video
October 7, 2013
2 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 London 16-18 September 2013
Stats: Growth of Video
More than a Billion Views per day are via Mobile
American consumers watched 48 Billion Online Videos in July 2013
Gangnam Style first to cross 1 BILLION views. 75 countries!
Source: YouTube Statistics Source: comScore July 2013 U.S. Online Video Rankings
Source: YouTube Trends 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 Online Video More Efficient Than TV”
… 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 Use Video?
…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
1 Minute of
Video
1.8M 3,600 Words 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% 56
Countries
61 Languages
…post content in…
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Why Translate? “Can’t Read Won’t Buy” 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’s Total 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 activities 73%
13.8
Channels Each
37,000 187 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
Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf
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.
89x More Tweets
330x More Facebook
Activity Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf
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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 of Tags
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
Video Titles
Video Tags & 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 Watch Times
Great Result in Driving Increased…
…Views …Social Shares
…Search Performance
…Video Embeds (on Important Web Properties)
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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
Cycle Time 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
Turnaround Time* 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.
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Representative Clients Sample Videos
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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Thank You
Kathleen Bostick,
VP Global Consumer
Email: [email protected]