To Caption or Not to Caption: That is the Question 2016 MACTA Annual Conference June 9, 2016

To Caption or Not to Caption: That is the Question 2016 MACTA Annual Conference June 9, 2016 Connie Morton, Electronic Information Accessibility Coor...
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To Caption or Not to Caption: That is the Question 2016 MACTA Annual Conference June 9, 2016

Connie Morton, Electronic Information Accessibility Coordinator Office of Communication & Outreach-Operations Services Division Minnesota Department of Natural Resources


Sorfosor nakho vosecchi she havazh. The Earth doesn’t end at the sea. Daenerys Targaryen


Accessibility = ROI Significant impact on business • Build text database • • • • •

powerhouse Inexpensive Increase viewership Engage your audience Market your brand Information retention 3

Inexpensive Text Database Powerhouse Captions and transcripts Cost breakdown for 5 minute video: • $1.50 average cost per minute for captioning and transcription

• $7.50 = average of 750 words • 750 words = searchable words on the internet Google and YouTube need captions to be fully indexed for search engines. • Only 8.3% go to Google’s page 2


Increase Viewers Captions and transcripts

• Millions have hearing impairments • 2 billion people around the world speak English • Facebook has over 1 billion subscribers • Social media such as Twitter, Instagram, Snapchat, YouTube have millions of subscribers


Increase “Engage”ment • 80% more people watched • • • •

video to completion with captions Viewers had a greater positive reaction Accessible for ESL (English as a Second Language) views Captions create SEO and searchable video content Expose keywords for search engines

The longer a user watches a video, the higher the Google and YouTube ranking.


Market your brand Improve: • Greater Engagement • Social Sharing

Facebook: • Adding captions increases video view time by 12%

Business Growth: • Reach people • Build lasting brands • Invoke calls to action


Information Retention • Captions clarify dialogue • Captions improve • • • •

comprehension of technical terms Captions improve comprehension of unfamiliar language ESL viewers will understand Improve viewer focus and retention of information Sound sensitive environments

• 80% using closed captions turned on, WERE NOT hearing impaired.


Predictions for 2017 74% of all Internet traffic will be Video

• Daily active Snapchat users 150 million

• Daily active Twitter users 140 million

Source: Bloomberg Technology, June 2, 2016


Foundation for Captions and Transcripts 1. Policy 2. Policy Action Plan 3. Incorporate Flexibility 4. Implement 5. Continuous Improvements 10

Accessibility Guidelines for Captions • Synchronized - the text content should appear at approximately the same time that audio would be available • Equivalent - content provided in captions should be equivalent to that of the spoken word • Accessible - caption content should be readily accessible and available to those who need it • Flexible – able to change color, font as needed


What is cost effective? 1. 2. 3. 4.

How many videos? Which are priority? Who will caption? How much will it cost? 5. How much time will it take? a. Create a transcript b. Insert/Edit captions


Live and Pre-recorded Video Build time into the front end of your video projects for captioning, transcribing and editing. Create standard project plans. Use the standard project plans.


Live Video Plan

• Hire a vendor early • Ask their advice

• Inform presenters Produce • Inform audience


• Receive transcript from vendor • Who will edit, caption and encode? 14

Pre-recorded Video Plan

• How soon do you need the video? • Use a script

• Script is used Produce • No script available


• Edit the video • Transcribe, caption, encode the video


Minnesota Executive Branch Video Requirements Video Examples: • Captions

• Captions Google Self-Driving Car

• Audio Description •

Audio description is “narration added to the soundtrack to describe important visual details that cannot be understood from the main soundtrack alone.”

• Audio Description Google Self-Driving Car

• Text transcript must contain both • All 3 required by WCAG 2.0 AA • Audio Description Demos



Captioning Services Examples • Captioning/subtitling for prerecorded

video • Translation • Caption and Subtitle Encoding • Real-time Captioning for live video • Described Video Services (Audio or Video Description) • Post Services • Shipping


Captioning Resources Google the following: • WGBH – Media Access Group • (Minneapolis) • DigitalGov: Improving the Accessibility of Social Media in Government • ROI of Captioning Whitepaper • 3Play Media


This is the answer, caption!

Thank You!

Connie Morton [email protected] 19

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