Do video ads need captions, and how do you add them?

Why do video ads need captions?

Captions are crucial for video ads because they make your content accessible to a broader audience. Subtitles and captions allow you to share your videos with a larger audience, including deaf or hard-of-hearing viewers and viewers who speak another language. They provide a text version of the speech and non-speech audio information needed to understand the content. For people who are deaf or hard of hearing, captions enable them to see the visual content and read the captions at the same time. The W3C, or World Wide Web Consortium, which develops web standards, states that captions provide content to people who are deaf and hard of hearing.

What are captions and subtitles?

Captions and subtitles both display text on screen, but they serve different primary purposes. Captions, sometimes called “subtitles” in some areas, provide content to people who are Deaf and hard-of-hearing. They are a text version of the speech and non-speech audio information needed to understand the content. These files contain the text of what is said in the video and timestamps for when each line of text should be displayed. Some files also include position and style info, which is especially useful for deaf or hard-of-hearing viewers. Captions are synchronized with the audio and usually shown in a media player when users turn them on.

The W3C clarifies that captions are needed for accessibility, whereas subtitles in other languages are not directly an accessibility accommodation. This means including descriptions of non-speech audio, such as [applause] or [thunder], so that viewers know what's going on in the video. This ensures a complete understanding of the content beyond just dialogue.

How do you add captions to a video?

You can add captions to your video ads by creating them manually as you watch the video. This method allows for precise timing and accuracy. YouTube documents that you can create subtitles and captions this way.

YouTube uses speech recognition technology to automatically create captions for your videos. However, automatically-generated captions do not meet user needs or accessibility requirements unless they are confirmed to be fully accurate. Often, the automatic caption text is wrong and does not match the spoken audio, sometimes in ways that change the meaning or are embarrassing.

If you have live captions and you post a recording, you will probably need to do minor editing for accuracy. YouTube documents that transcripts are not recommended for videos that are over an hour long or have poor audio quality.

What are the best practices for captions?

To ensure your video ads are fully accessible and effective, address accessibility in video content as the video is planned and produced. The W3C recommends developing captions for the main video and for the described version. This proactive approach helps ensure that your content meets accessibility standards from the start.

When creating captions, remember to include all relevant audio information. This means not only the spoken dialogue but also non-speech audio cues. Don't forget to add text like [applause] or [thunder], so that viewers know what's going on in the video. This comprehensive approach allows people who are Deaf or hard of hearing to see the visual content and read the captions at the same time, fully understanding the content and context.

Most media is required by governing policies to meet Level AA accessibility standards, which includes both A and AA. By providing accurate and comprehensive captions, you share your videos with a larger audience, including deaf or hard-of-hearing viewers and viewers who speak another language, and ensure compliance with these important guidelines.

What file formats do captions use?

Caption files contain the text of what is said in the video, along with timestamps for when each line of text should be displayed. The most common format for captions on the web is WebVTT: The Web Video Text Tracks Format.

Common questions

What is the difference between captions and transcripts?

Captions are a text version of speech and non-speech audio information needed to understand the content, synchronized with the audio and usually shown in a media player when users turn them on. Transcripts are needed to provide access to people who are Deaf-blind and use braille. Once you have one, it’s fairly easy to develop the other. YouTube documents that transcripts are not recommended for videos that are over an hour long or have poor audio quality.

Do automatically-generated captions meet accessibility requirements?

Automatically-generated captions do not meet user needs or accessibility requirements, unless they are confirmed to be fully accurate. Often the automatic caption text is wrong and does not match the spoken audio, sometimes in ways that change the meaning or are embarrassing. If you have live captions and you post a recording, you will probably need to do minor editing for accuracy.

Why should I include non-speech audio in captions?

You should include non-speech audio, such as [applause] or [thunder], so that viewers know what's going on in the video. This allows people who are Deaf or hard of hearing to see the visual content and read the captions at the same time, ensuring they receive all the necessary audio information to understand the content fully.

What accessibility level do captions need to meet?

Most media is required by governing policies to meet Level AA accessibility standards, which includes both A and AA. This ensures comprehensive access for users with disabilities.