Start with captions. If you do nothing else, add captions.
Business Impact with little cost: Caption production can cost as little as a few hundred dollars. It barely adds time to your production schedule. With in 5 New Zealanders deaf or hard of hearing, by simply adding captions to your video content you are expanding effective reach.
Strong brand results - Campaigns with captions deliver higher brand cut-through and consideration. (Differentology, UK)
More Positive Sentiment: 7 in 10 people feel more positive towards brands that use captions. (Differentology, UK)
High Visibility: 99% of TVNZ 1, 100% of TVNZ 2, 77% of TVNZ DUKE, 91% of Three and 56% of Sky Open programming is captioned. (Able, NZ)
TV & Digital: Whether it's for TV or digital, captions are delivered in a similar way, with each having a slightly different file format. When you're running a campaign across TV and digital, it isn't difficult for your creative partners to adjust captions made for one placement to work for the other.
How to get Started on Captioning
It's simple to request captions in your campaign brief and you will likely find your creative partners are already making them as part of their existing process.
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Mention captions when briefing your creative or production team. Costs are low - typically a couple to a few hundred dollars. It’s easiest when planned for from the outset.
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Have conversations with your agency partners to ensure they understand your intention for captioning. Be clear on your expectations, key milestones and deliverables.
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When uploading your ad through Cape.io or Extreme Reach, simply select ‘Closed Captions’ . Your ad will automatically be sent to a captioning provider (like Able) before final delivery. Captions are added in broadcast-ready formats - no extra steps required.
Not using a delivery platform? Ask your post-production house or media agency to arrange captioning as part of delivery. Caption files can be provided by a captioning provider like Able.
Already in the campaign?
It's easier and more cost efficient to include accessibility from the beginning of your campaign process, but if you want to add it in while amid the process or after the assets are finished, it's not too late.
Closed captions can be added later - it's an additional file that doesn't require you to change your visual. You can supply this additional file to your media partners to enable it.
