What are the benefits of audio description for TV advertising?
We’ve been pushing the industry to take into account people with different needs when creating TV ads.
It is only logical that brands, broadcasters, and creative agencies ensure ads are accessible to the largest possible audience. More than 1 billion people live with some disability worldwide.
You can do it in many ways. You can do this in many ways, from thinking outside of the box when creating your creative to adding access services such as British Sign Language (BSL), subtitles or British Sign Language. While we have talked at length about the simple yet highly beneficial addition of subtitles to a video, we will now focus on audio description (AD). This service can benefit a completely different group: blind people.
More than 2 million people are living with blindness in the UK is even less common, and only offers subtitles. We’ve listed three benefits below to help you join the small number of companies that offer this feature. We’ve also outlined what AD is and how it can be made.
Audio description: Benefits
- Social Responsibility
Help a group that is otherwise excluded to engage in something we all take for granted. Simply put, it is a good idea.
- More Reach
You have spent a lot of time and energy creating the perfect advertisement. Why limit your chances of reaching 2 million additional people in the untapped market?
- Brand loyalty
Demonstrate compassion and commitment towards people with vision loss. Shared values with customers can build brand loyalty and encourage potential clients.
AD demystified
What is it exactly?
AD is an audio track that TV users can activate. It narrates the essential information in the visuals to help blind and visually impaired viewers understand the advertisement. This commentary uses pauses within the music to explain characters, actions, places, facial expressions and body language.
Doing it right
It’s not just about conveying on-screen action clearly and succinctly but also making it enjoyable. A really successful AD will convey the feel of the ad with the help of a charismatic actor without losing the key information. Listen to your ad without seeing it and ask yourself, ‘How can I grab their attention?’
Breaking barriers
This is no easy task. Don’t be discouraged by the limitations. It is possible to overcome this barrier with creativity and good planning. As a result of our survey results, we found that the key to success is to “work in costs as early as you can and decide which features of accessibility you would like to use.” Remember that less can sometimes be more. As Dave Williams, RNIB, explained at our Ad Accessibility training: “A few carefully chosen words can be sufficient.”
Making it happen
Timeline
Ideally, it would help if you began working on the AD track as soon as possible. It gives your supplier enough time to write and record the track while we can clear it. AD requires its clearance, unlike subtitles, which do not require separate clearance because they reflect the content that is already being assessed within the ad. You should give yourself at least 3-4 days if you decide to opt for AD after your ad is made. This will allow for any necessary changes or approval rounds.
Providers
Zoo Digital is a good option. However, there are other options. The Audio Description Association provides a list of providers, as well as best practices and other information.
Download
You’ll be asked if you want to include AD in your final clock ad when you upload it to The Library. It’s that simple. Slide the toggle to “yes” and upload your file. You’ll have to create a new track if your AD track requires edits that align with script changes. Keep in touch with your provider so that the process runs smoothly.
We all have a role to play in shaping the narrative about accessibility as the industry grows. Commit to changing the world with one ad, and you will see the results.
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