Subtitles or closed captions are textual representation of audio that runs on visual screens, which may also include textual representation of visual cues. Subtitling or closed captioning helps your content to reach out to a wider audience including deaf or hard of hearing and people with different language capabilities. The captions or subtitles can also be easily translated into different languages.
Spending a little extra to create subtitles for your adverts make a lot of sense as this would allow your ads to connect with new viewers thus opening up opportunity for you to reach out wider. It is estimated that over 10 million people in the UK are facing difficulty with hearing loss and most of them are using digital TVs. This means, there is a significant chance for UK TV advertisers to extend their influence to this community if they have subtitles on their commercials. Likewise, it is estimated that in the UK, there are more than 3 million people for whom English is a second language, and advertisements are not really getting the message across to these people. Subtitles help people with language limitations to understand commercials even when they have really fast and accented dialogues.
Subtitling or closed captioning your commercials can help a great deal in reaching out to a wider audience. By subtitling your advertisements, they can be consumed in public areas and other noisy environments like restaurants, gyms, airports, bars, etc. If you have subtitles on your adverts, even if the volume is turned off, your advertisement communicates to your potential customers. Marketing studies show that subtitling significantly helped audiences to clearly comprehend ads, which in turn influenced user perception of brands in a positive way.
Companies that operate globally essentially communicate to a diverse set of audiences with different language capabilities spreading across the globe. It makes sense for these global players to subtitle their adverts in different languages before they are aired in different regions rather than recreating the content for each language. This essentially helps them to cut down the cost of creating commercials multiple times in multiple languages. Producing commercials multiple times in different languages is apparently very expensive as opposed to the cost of subtitling or captioning. Subtitling, your commercials in multiple languages, helps a great deal when your potential customers are spread across different regions.
In addition to reaching out to a wider audience; subtitling your advertisements also helps 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 give the context. Subtitling the adverts engages your users, which in turn increases the impact of your advertisements. 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, 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 advertising agencies as it speeds up the process, and would reduce the barrier that is holding back subtitling in the UK.