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Major Trade Associations Endorse Ad-ID as Industry Standard

The Nielsen Company, IAB, CAB, TVB, Advanced Media Workflow Association, Other Industry Groups Embrace Ad-ID to Increase Speed, Efficiency, Measurement and Reduce Costs of TV Commercial Production / Distribution

NEW YORK (Feb. 10, 2011) - Organizations representing the broadcasting, marketing and market research industries today aligned in embracing Ad-ID as the industry standard for coding digital assets and implementing file-based workflows across the entire marketing supply chain. The announcement was made by Bob Liodice, president and CEO, ANA (Association of National Advertisers) at today's ANA 2011 TV and Everything Video Forum.

The endorsement of Ad-ID, which ANA and the 4A's (American Association of Advertising Agencies) created and manage, will spur the marketing-media ecosystem to eliminate costly, time-consuming human intervention. It will also help the industry adopt new automated processes that support all measurement systems and streamline steps from production through distribution and airplay.

"With Ad-ID now officially recognized as the industry standard, we have taken a major step in streamlining the marketing supply chain and enabling multi-platform content delivery," said Liodice. "It is imperative that everyone involved in creating and distributing advertising assets across platforms start identifying them with Ad-ID."

Together with its established watermarking technology, The Nielsen Company will use Ad-ID to power its commercial ratings, competitive analysis, and commercial verification across all levels and media platforms. Sid Gorham, EVP Strategy and New Business Development, stated, "Nielsen is committed to providing marketers with the detailed data and intelligence they need to build their brands. We are pleased to endorse this industry standard."

At the same time, a dozen major trade associations joined with the ANA and 4A's to endorse Ad-ID as the industry's universal coding system.

This included the Advanced Media Workflow Association (AMWA), an engineering community whose members include Turner Broadcasting System, Inc., Discovery Communications, IBM, Adobe, AVID and Harris Corporation. 

Clyde D. Smith, SVP, global broadcast technology for Turner Broadcasting, stated, "As the number of file-based workflows across the media landscape increases, we can reach new levels of accuracy, efficiency and cost-savings. In today's increasingly complex production and distribution environment, standardized coding is a vital building block of tomorrow's streamlined supply chain."

Transitioning to file-based workflows is a major goal of the broadcast community, according to a recent Devoncroft survey of 5,600 broadcast professionals.  Second only to multi-platform content delivery, file-based workflows move digital files from production to airplay without tape or significant human intervention. These digital files contain all components required for airing, including the audio / video content, aspect ratio, closed captions and descriptive information. In the case of TV advertising, this descriptive information is contained in the Ad-ID digital slate data.

The trade groups participating in today's announcement and endorsing Ad-ID as the industry standard include the following organizations:

  • Association of National Advertisers (ANA),
  • American Association of Advertising Agencies (4A's),
  • Advanced Media Workflow Association (AMWA),
  • Association of Independent Commercial Producers (AICP),
  • Association of Independent Creative Editors (AICE),
  • Cabletelevision Advertising Bureau (CAB),
  • Interactive Advertising Bureau (IAB),
  • Interactive Television Alliance (ITA),
  • International 3D Society (I3DS),
  • Radio Advertising Bureau (RAB),
  • Television Bureau of Advertising (TVB),
  • Traffic Directors Guild of America (TDGA), and
  • Syndicated Network Television Association (SNTA). 

With these endorsements, Ad-ID now has the full support of the broadcast, cable and engineering communities.

Currently, Ad-ID is utilized by over 700 advertisers. It will also be fully interoperable with other identifier systems, including Entertainment Identifier Registry (EIDR) and Plus.

 

About the ANA

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

About the 4A's

The American Association of Advertising Agencies is the national trade association of the advertising agency business. The 1,196 member agency offices it serves in the U.S. employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry's spokesman with government, media, and the public sector. For more information, visit our Web site at www.aaaa.org

Press Contacts

Luna Newton
CooperKatz & Co. for the ANA
lnewton@cooperkatz.com
917.595.3061

Shoshana Hochdorf
CooperKatz & Co. for the ANA
shochdorf@cooperkatz.com
917.595.3054

 

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