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.

Languages and compliance challenges in subtitling and closed captioning from an asia pacific persepctive

If you are a broadcaster or a media company that delivers content globally in multiple platforms; one of the major challenging broadcast functions to execute is the incorporation of subtitles or closed captions on to your media content. Let us look at the factors that contribute to this concern in the Asia Pacific region.

From an Asia-Pacific perspective, major challenges in closed captioning/subtitling come from the language and regulation standpoint.

English captioning or subtitling remains a challenge because of the multitude of languages in which content are created across this region. One of the major challenges for captioning service providers is to hire resources with appropriate language capabilities who can translate local languages to provide English captions. The same remains a challenge when English-language content has to be captioned or subtitled in local languages; while direct translations from English subtitles or captions are used, often they don’t convey the intended message.

Nowadays, caption providers are excessively dependent on machine translation tools; these tools however have their own limitations. For instance, they often fail to capture elements like word emphasis, sarcasm, subtle delivery of a dialogue piece, etc. that are very important for viewers to completely understand the essence of their favorite programs. This calls for manual edits on these machine-translated subtitles/captions, and it is important for the resources to have thorough knowledge and context of cultural nuances of the region.

For an automated tool to give good accuracy, it needs to have real powerful artificial intelligence (AI) and machine learning (ML) capabilities. It also takes considerable amount of time for these automated tools to leverage AI & ML capabilities to give better accuracy as it needs to have tons of data to go in to train the system. For captioning service providers, a workflow that could connect multiple locations and home users without losing focus on content security could be a method that they can adopt to tackle this challenge effectively.

Compliance is another tricky aspect the caption providers find difficulty in navigating across the Asia Pacific region. Regulations around captioning or subtitling vary between geographies and industries. It is highly challenging for caption providers to run captions or subtitles that comply with these regulations. There are tools that are under development that are intended to help with the compliance difference across regions and industries. We will have to wait and watch how these tools shape up to effectively tackle compliance variations.