The journal
Video accessibility belongs in the campaign’s version plan
NEWS / SOLUTION
WCAG 2.2 offers testable criteria that help creative teams think beyond a single polished master video.
What WCAG 2.2 covers
W3C's WCAG 2.2 sets testable success criteria for web content, including requirements and guidance related to alternatives for time-based media, captions, contrast, keyboard operation, and more. Conformance levels indicate the criteria against which an experience can be evaluated.
Video delivered through a web experience is part of that experience. A campaign's many cutdowns, captions, embedded players, and controls can create different access conditions, so evaluating only a master export misses important context.
Apply the standard to production choices
Plan captions and relevant text alternatives alongside scripts, and verify that essential information is not communicated only through sound or color. Check that text remains legible after cropping and that video controls can be reached and operated by keyboard when embedded on a site.
The criteria are technical reference points, not a claim that one caption file addresses every need. The intended format, surrounding page, controls, and other media features determine which checks apply to a particular campaign implementation.
Design each version for its destination
The practical agency interpretation is to include accessibility review in the asset matrix for each length, ratio, and placement. A change to the crop or edit can affect caption positioning, contrast, pacing, and the context needed to understand a message.
Use WCAG 2.2 as a shared standard and test published experiences, not just the production timeline. That approach makes a Dynamic Video Campaign more usable while preserving the creative intent of each audience-specific variation.
Sources
W3C Web Content Accessibility Guidelines (WCAG) 2.2