Benefits of Adding Subtitles to Video Advertisements

Subtitling helps your commercials to reach out wider

It makes sense to spend a little extra to create subtitles or closed captions for your advertisements as it allows your adverts to connect with a larger audience. It is estimated that over 10 million people in the UK are facing difficulty with hearing loss. This means that there is a significant chance for UK TV advertisers to extend their influence to this community by having subtitles on their commercials.

It is also estimated that there are more than 3 million people in the UK exercising English as their second language, and advertisements in English are not really getting the message across to these people. Subtitling would significantly help this community to comprehend advertisements with fast and accented English dialogues.

With subtitles running on them, your advertisements communicate to your potential customers even with the volume turned off. Subtitling helps to comprehend adverts even in public and other noisy environments like restaurants, gyms, airports, bars, etc.

Companies that operate globally would need their commercials to communicate with a diverse set of audience spreading across the globe. Rather than recreating commercials in different languages, it is always better for these companies to create subtitles in different languages for their adverts. This essentially helps to cut down the cost of creating commercials multiple times. Creating subtitles or captions in multiple languages is apparently less expensive than recreating commercials multiple times in different languages.

In addition to reaching out to a wider audience; subtitling your advertisements can also help when you repurpose your commercials for social media. While ads are played on social media like Facebook or Instagram, often they are muted. When users interact with the commercials in social media, they do not have audio to deliver the context. Subtitling your advertisement engages your users, which in turn increases the impact of your advertisement. So, subtitles are not only important for your broadcast TV, but it is all the more important when you repurpose your ads for social media.

Digital Nirvana Partners with Clearcast to Provide Subtitles for Advertisements

Digital Nirvana, leading global provider of media solutions, has entered into a partnership with Clearcast to provide subtitles for commercials in the UK market. The service is offered through an easy-to-use online portal called subtitle-now.com. The advertisers can upload their videos and get them subtitled quickly through this portal.

Clearcast is the UK’s sole television clearance house that looks at about 61,000 TV commercials a year. Being able to upload commercials online and have subtitling done in minutes is going to be a big benefit for the UK advertising agencies as it speeds up the process, and would also reduce the barrier that is holding back advertisement subtitling in the UK.

closed captioning for hearing impaired sports enthusiasts

Closed captions are one of the effective ways through which hearing impaired or deaf can fully experience and enjoy entertainment or broadcast events. Nowadays, almost all the broadcasted events have closed captioning allowing deaf or hard of hearing fully enjoy their favorite programs. Sports stadiums used to be a place where these individuals were often neglected. Deaf or hard of hearing fans often found it disappointing as they’re not able to follow commentary, announcements or music that are played in the loudspeakers. Closed captioning on the giant screens is the only way to make sports more accessible for these individuals who enjoy watching sports from stadiums.

The Washington Redskins is a popular professional American Football Team. In 2006, three hearing-impaired ardent sports enthusiasts filed a lawsuit against the Washington Redskins as they were not able to follow announcements, public service spots and advertisements played on midfield giant screens. They demanded closed captioning on the screen every time something is played including music lyrics or any announcements.

Under the Americans with Disabilities Act; District Judge, Alexander Williams Jr., ruled that running closed captions on the stadium screen is no more an option, but an obligation.

The hearing-impaired sports fans felt that they used to struggle to follow the action when they first started going to games many years ago. It was difficult for them to enjoy the game as they were not able to follow why the penalties were awarded and who all were the players. With the help of closed captions, they are able to experience the games the similar way as the other fans.