4A’s Transformation 2013 - March 11 - Digital Ad Assetts - Harold Geller
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Discussion about how the move toward production and distribution of advertising assets in digital form is transforming the industry. Moderated by: Jack Myers, Media Economist, Media Advisory Group Andrew McLean, EVP - General Manager, Marketing & Business Development, Deluxe Chris Lyons, WW Director Communications & Marketing, Kodak Harold S. Geller, Chief Growth Officer, Ad-ID Steve Hernandez, Director, Commercial Operations, NBCUniversal
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4A’s Transformation 2013 - March 11 - Digital Ad Assetts - Harold Geller
- 4. CLYDE SMITH - SVP NEW TECHNOLOGY - FOX “If you can’t identify it, you can’t operationalize or measure it; if you can't measure it you can't monetize it.”
- 5. TALENT PAYMENT Using uniform digital identifiers, in conjunction with Ad-ID will be a major breakthrough, and will insure more accurate tracking
- 6. CIMM / TAXI Using Ad-ID enables greater trust, transparency and accountability in the advertising marketplace and reduces friction within the M&E supply chain
- 7. Bob Liodice Universal adoption and implementation of Ad-ID conservatively saves $2 billion for everyone in the industry to share. That’s not chump change.
Notas del editor
- we have always lived with workarounds, short-term fixes and stop-gap solutions. We throw labor at our problems, tons and tons of checking, and balance and correct errors. But our workarounds have become permanent practices that have evolved into institutionalized bad habits that are a barrier to innovation and creativity.Jack Myers recently wrote “The future of technology is not the next new thing. Success in the future depends on understanding the new marketing, advertising and media ecosystem that technology has created, its implications for your future, and how to most economically and effectively apply existing technologies to assure continued business success and revenue growth.”
- Ad-ID is a unique code, and standardized descriptive information about ads. Just like the UPC code, and it’s descriptive informationIn the world of packaged goods, a good analogy would be if each manufacturer decided to invent their own way to identify their products. One might use an eight digit code. Another might use a variety of emoticons plus numbers, and yet another might choose to use letters and numbers and dashes and multiplication signs.That’s how we view our ads today, Universal adoption and implementation of Ad-ID conservatively saves $2 billion for everyone in the industry to share, through the elimination of rekeying, and other inefficiencies related to cross platform use of creative assets.
- 10 years ago, these areas far simpler just a few media platforms were available, there were a few hundred channel choices and nearly all media was consumed on a linear basis. Uniquely identifying ad assets was less important.Advertising workflows can be categorized into four areas: Operations, Administration, Measurement, and Residuals.Now, media is also consumed on an on demand basis, through a multitude of media platforms and tens of thousands of channel choices. This explosive growth in the number of channels has created a vastly more complex advertising ecosystem, with this complexity has come the need for more robust ad identification has intensified, thus the need for Ad-ID.Research shows that 95% of Video ads that are used across platforms start as TV ads. There is tremendous inefficiency, and duplication of effort in the reuse of creative units across multiple platforms, and now with the advent of the IAB’s recently unveiled Digital Video Rising Stars.
- Clyde Smith of Fox who is associated with the efforts of The society of Motion picture and television engineers and Advanced Media Workflow Association puts it best: “If you can’t identify it, you can’t operationalize or measure it; if you can’t measure it, you can’t monetize it. Identity is a key enabler for operational orchestration and measurement as well as management.”
- the advertising industry and SAG-AFTRA as part of the industry investigation to transition to a Gross Rating Point -based commercial residual system as an alternative to the current residual payment model stated that there are significant challenges regarding obtaining data necessary to cost-effectively manage and track commercials for determining compensation for actors.Among those challenges are the fact that Commercial identifiers are not used consistently, network names are not used consistently and program names are not used consistently. Using uniform digital identifiers, in conjunction with Ad-ID. for all silos in the ecosystem will be a major breakthrough, and will insure more accurate tracking and accounting than today's system of varied identifiers and manual calculations.
- The Coalition for Innovative Media Measurement, as part of their Trackable Asset Cross-platform Identification initiative, has identified several key attributes of asset identification that must be included if fully digital file-based advertising workflows are to be adopted as a standard within our industry.Ad-ID meets all 6 of CIMM’s criteria, and when their white paper comes out later in Q1, will contain a glowing recommendation for universal Ad-ID adoption for Video assets
- And is the winner of Media Magazine 2012 Media Supplier of the Year For “creating innovation in the industry.