Advertising technology company Adstream is adding captions to its TV and Cinema ads in NSW, ACT, QLD and NT.
Captioning and Subtitling International (CSI), part of media and entertainment services company Deluxe, has started captioning all of the TV and cinema commercials distributed by Adstream Sydney, comprising NSW, ACT, QLD and NT.
Adstream has a deal in place with another company to cover other territories including Victoria.
In July 2012, B&T launched an investigation into advertising captioning and found many household names including Woolworths, Coles, Westfield and Ford were failing to use closed captions.
Following the story Coles and Hungry Jack’s became the first brands to commit to captioning after being contacted by B&T.
The move will make Adstream's advertising accessible to a wider audience, including over 3.5 million deaf and hearing-impaired Australians.
Shannon Gulliver, Adstream’s head of client service. “By collaborating with CSI, we are confident together we can provide advertising agencies with a valuable and cost-effective addition to any commercial advertising campaign.”
“The Deaf and hearing-impaired make up a large portion of Australian audiences,” Michelle Kwan, CSI client services manager, said.
“Our partnership with Adstream reaffirms the importance of captioning television and cinema commercials, ensuring that advertisers’ messages are accurately delivered to all potential customers.”
For more on the topic of advertising captions see this opinion piece: Captions, Where the bloody hell are you?
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]