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Jarrett Wold Director of Technology and Platforms

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34 views20 pages

Jarrett Wold Director of Technology and Platforms

Uploaded by

Sadia Mughal
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Jarrett Wold

Director of Technology and Platforms


Ad-ID

 Ad-ID - Industry standard for identifying advertising


assets across all media platforms
 Joint venture of
 American Association of Advertising Agencies (4A’s)
 Association of National Advertisers (ANA)
Advertising is no longer about

 Giving Marketers
 what they want
 when they want it
 and at the lowest price possible
Marketers are looking for innovation

 If you can point to things that


 simplify multi platform campaigns
 Improve cross platform measurement
 Reduce cost
 Enable Interactivity
 Underpin addressability
 You earn a spot as a valued partner
Bob Liodice – ANA President & CEO

“Universal acceptance of Ad-ID by all


marketers, media and agencies will
unleash $1‐2 billion in productivity
enhancement across the supply chain.

Common coding will substantially


enrich measurement for all
syndicated suppliers.”
Today’s Analog Commercial Slate

• We’ve outgrown the Analog slate


• It is cut off before air
• Either by commercial distributor
• Or media outlet
• We need to move to a Digital slate
Moving to a digital “Ad Slate”

 Ad-ID is at the center of the industry transition to digital


Ad slates
 Metadata embedded into files (like iTunes)
 XMP Ad-ID Schema developed with Interactive Advertising Bureau & Adobe
 Radio, Online Video, Banners, and Magazines
 MXF developed with
the Advanced Media Workflow Association / Society of Motion Picture & Television
Engineers
 For Broadcast TV
AD-Id is Advertising Metadata
<?xml version="1.0" encoding="UTF-8"?>
-<adids>
-<adid>
<adid_fullcode>ABCD0001000H</adid_fullcode>
<Media_Type>Video</Media_Type>
<video_format_flag>H</video_format_flag>
<Parent>IMAGINARY CORP</Parent>
<Advertiser>IMAGINARY GAME STUDIOS</Advertiser>
<Brand>IMAGINARY</Brand>
<Product>YBOX REACH</Product>
<Ad_Title>My Ad-ID Title</Ad_Title>
<Agency_Name>Northpoint</Agency_Name>
<Length>45</Length>
<Language>English</Language>
</adid>
</adids>
Standards referencing Ad-ID

 SMPTE RP 2092-1 Representation of Ad-ID®


 SMPTE RP 2092-2 MXF Ad-ID® Digital Ad Slate
 AMWA AS-12 MXF Commercial Delivery
 Interactive Advertising Bureau – Video Ad Serving Template (VAST 4.0)
 SCTE 130 Digital Program Insertion – Advertising Systems Interfaces
 SMPTE RP 2021-5 Using Ad-ID and EIDR as Alternate Identifiers in SMPTE BXF
and ATSC PMCP
 Ad-ID Digital Ad Slate for XMP Version 1.0
What Is Ad-ID?

Company User-Provided High-Def


Prefix (letters, numbers) or 3D

ABCD XXXXXXX H or D
Advertising Metadata
Marketer related Commercial related
• Parent Company • Media Type
• Advertiser • Medium
• Brand • Commercial Title
• Product • Definition (HD, SD, 3D)
• Product Categories • Length
• Agency Name • Language
Some Ad-ID Adoption Facts

 Advertisers using Ad-ID represent


 84 % of Network Dollars
 70 % of Cable Dollars
 43 % of Spot TV Dollars
 66 % of All TV Dollars
 Used by over 600 Agencies
 Nearly 1.7 Million ads registered since 2003
Share by Advertiser size

2014 2013
Advertiser Size No Yes Total Share % Yes Share %
$ 500 Mllion + 5 33 38 87% 32 84%
Large ($100-$499 Million) 46 120 166 72% 104 63%
Medium ($ 26 Million - $ 99 Million) 201 233 434 54% 162 37%
Sub Total 252 386 638 61% 298 47%
Small (less than $ 25 Million) 324,802 1,248 325,892 0% 649 0%
Grand Total 325,054 1,634 326,530 1% 947 0%
Video Adoption is significant

2012 2013 2014


Media Universe Ad-ID Count Share Ad-ID Count Share Ad-ID Count Share
Video 334,000 160,812 48% 186,343 56% 264,085 79%
Audio 285,000 32,415 11% 33,909 12% 43,629 15%
Print 170,000 11,584 7% 11,591 7% 11,407 7%
Internet Display 800,000 4,078 1% 4,765 1% 6,209 1%
Out of Home Display 50,000 2460 5% 2,007 4% 2,663 5%
Other 50,000 2,252 5% 4,758 10% 6,544 13%
Grand Total 1,689,000 213,601 13% 243,373 14% 334,537 20%
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.”
Media Interoperability
SAG-AFTRA Contract requirement

 As of April 1, 2014
 All commercials produced
for television, radio and
digital platforms featuring
SAG-AFTRA union members,
must use Ad-ID as the sole
standard commercial
identifier.
Vendor Integrations

Commercial Distribution

Systems Vendors
SMPTE / CIMM OpenID
The Coalition for Innovative Media Measurement (CIMM) and the Society of Motion Picture and Television Engineers (SMPTE) have partnered
for the Open Binding of IDs (OBID) initiative. This will define an open method of directly associating industry standard content identifiers
(Ad-ID for ads, and Entertainment Identifier Registry Association (EIDR) for programming) with the audiovisual content itself for a variety of
purposes, including audience measurement.

How Is This Different? Coexistence


• Open ID takes a different approach Since Open ID uses Audio watermarking Some Other Requirements Timeframe
• Detect identifier of what is airing and then inserted at the broadcast facility. It’s critical • Carry either Ad-ID or EIDR • RFP issued: April 3, 2015
do with it what you like. that it not interfere with… • Survive across all common distribution • RFP closed: May 4
• It’s an open standard • Nielsen platforms • Meeting in NY for review of submissions:
• How it’s used is up to the industry • Anti piracy watermarks • Survive recording and playback May 20/21
• New Advanced Television Systems Com- • Detect change in ID within a second • Potential Revisions to Test Plan based on
HowDo You Develop This? mittee (ATSC) 3.0 standard watermark • Retrieve EIDR within five seconds, Ad-ID responses: May 28
• Initially came out of CIMM TAXI within three seconds • Self Testing: Aug / Sept 2015
• Formed Study Group in SMPTE to look at • Be able to replace an ID • Lab Testing: October 2015
what’s possible • Insertion and detection at various points • SMPTE Publication: June 2016
• Now in Drafting Group to get input from • Do not degrade perceptible quality
those willing to offer technology, and actu- • Insertion in linear or non-linear
ally draft standards docs. • Don’t degrade performance of consumer
devices
Questions?

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