AUDIO Descriptive advertising has thus far been bereft from the sector, it could though not only liberate, but incorporate two million new customers for you.
With Channel 4 taking the unprecedented step of providing signed and subtitled adverts to assist the hearing impaired, such a tact has not been replicated in the mainstream, nor has it been the catalyst to audio descriptive ad campaigns.
While this technique has been common place within boosting the accessibility of programming aside from advertising, this singular campaign represents a sparse presence within advertising.
Ultimately at a time when advertising is becoming ever more audience and scale dependant, voluntarily limiting your reach is scandalous in an increasingly saturated market.
Although the clamour for such campaigns is there, with ITV seeking to launch its first audio descriptive campaign in due course, the facility to launch such campaigns is unavailable thus far.
With the need for any ad featuring on TV in its linear guise to be cleared for broadcast by Clearcast, even an existing ad with audio description embedded would need further clearance from them.
As a result the technology needs to be ameliorated to incorporate AD technology, thus representing the imperative for TV especially as it seeks to provide another reason for businesses to utilise TV.
Although scale and reach have been insuperable from TV’s rivals in the past, the increasing consumption of online ads- which has been boosted by TV itself- has ensured wavering support from some brands as to TV’s undisputed strength.
While it is true TV has not been growing at the same rate as before, declining by 7% in the United States, the migration of some TV programming to VOD has ensured that measurement has been compromised and true attribution skewed.
As a result many in the pursuit of granular, transparent data have jettisoned their TV operations, hoping to predict the hitherto unseen demise of TV.
Those who have decided to focus on online only thus far- namely Procter and Gamble-have witnessed a decline in their revenues and adverting efficiency.
While Adidas have followed suit also, the inherent lack of credibility and regulation online outlets have ensures that campaigns underpinned by TV are stronger.
Thus as businesses and agencies alike seek to forge a similar level of credibility with campaigns, which will in essence be in their infancy in the case of audio descriptive and signed, underpinning them with the levels of credibility that has lead to TV remaining strong throughout two recessions and the decline of print, will serve to boost efficiency.
Moreover with the transient and volatile nature of online advertising, given the distinct lack of accessibility that personalised ads will have, ensure that utilising TV to maximise such a neglected demographic will be imperative.
Conversely for those who are hearing impaired, even with the use of headphones, the oft habit of online users is to have between 6-12 tabs open at any one time, therefore the lack of distinct focus on the subject, tab in question or video will ensure focus will be compromised, notwithstanding the risk of non-consumption and wastage.
While of course the manipulation of the sight or hearing impaired market will hardly be exploiting one that will cause a seismic shift in revenues, it accounts for four percent of your target consumer base.
As a result campaigning and petitioning those who host your ad copy to incorporate the means to facilitate and broadcast AD ads and further the usage of signed ones will serve to boost your commerce, as well as improving PR and ensuring ostracised audiences are acquainted with advertising in the digital age.
Why such techniques have yet to be executed in the mainstream and become the norm is predominantly a financial measure, with Channel 4’s own foray partly funded by Action on Hearing Loss.
However given industry proof that by championing a cause or social issue within your advertising boosts sales by as much as 70%, any such additional cost incurred by delivering more accessible ads will be absorbed by the success it enjoys.
Therefore it will be a case in this instance of employing an untested trait in order for you to steal a march on your competition in 2017 and beyond, something seldom seen in a data-driven, accountable world where risk has been increasingly consigned to the past.
Space City has been producing TV, online and radio ads for 25 years, consistently facilitating new technologies to cater for a forever modernising ad world.
Contact the team now and ensure your business is equipped to stimulate the senses of all your potential audience, utilising DaVinci Grading software and Clearcast accreditation.
