Adstream moves to caption its ads

Adstream moves to caption its ads

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

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]