Video Advertising Commercial Slate to Enter the Digital Age

New York, NY - February 16, 2012 - Today, the ANA (Association of National Advertisers) announced the transition of the advertising industry's current analog commercial slate into a digital one.  The standardized descriptive information about ads makes the matching of commercial messages to content and consumers easier and more efficient than ever.  This advancement signals the end of the analog commercial slate, which has identified commercials for more than 30 years.

Sponsored by Ad-ID, the new commercial delivery format created by the AMWA (Advanced Media Workflow Association) will save the media supply chain more than $1 billion annually by enabling fully digital file based workflows.  This will result in improved operations, audience measurement, proof of performance and management.  In addition, the new format combines the highest quality video, audio and closed-captioning.

"In today's cross-platform universe, we have to ensure that great and engaging content can be monetized, measured and documented," said Bob Liodice, President and CEO of ANA.  "This is a historic juncture for the world of video advertising, as such we charge the industry with the imperative that we transition to standardized commercial delivery formats in all media, and implement Ad-ID throughout our ecosystem."

"The benefits that Ad-ID and technology overall have on our industry are plentiful," said Harold S. Geller, Chief Growth Officer, Ad-ID.  "This development will serve to save the industry not only valuable marketing dollars, but also countless hours of work that can now be automated." 

The new standard video commercial delivery format is expected to save not only money, but time and effort on behalf of advertisers, agencies and media outlets, as they can be sure that the identity of a given ad is now properly embedded.  This will lead to new opportunities for innovation as cross-platform video advertising, addressability and interactivity grows.

"The creation of a digital slate fixes a problem which has plagued the advertising business for years - an uncertain linkage between what the advertiser ordered and what actually gets to air," said Brad Gilmer, Executive Director of AMWA.  "The AMWA's mission is to develop timely, innovative, business-driven specifications for networked media workflows.  We feel that the digital slate and digital content delivery will have a significant impact on our industry."

The standardized descriptive information about ads that Ad-ID provides includes advertiser, product, commercial title, and other essential data.  This information is stored in the Ad-ID database and it is the central part of the new commercial delivery format, which has the digital commercial slate at its core.

Today's conversation about the commercial slate's transition to the digital world occurred at the ANA's TV & Everything Video Forum is bicoastal, as the Hollywood Post Alliance is also announcing this new link in the supply chain at its Tech Retreat in Palm Springs. 


About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

About Ad-ID

Ad-ID is the industry standard for identifying Advertising assets across all media platforms and is a joint venture of the 4A's (American Association of Advertising Agencies) and ANA (Association of National Advertisers). There are currently over 800 advertisers, including 81 of the top 100 in the United States, participating in Ad-ID. For more information, visit, follow us on Twitter, or join us on Facebook.

Press Contacts:

 Luna Newton
CooperKatz & Co. for the ANA

Marcus Hardy
CooperKatz & Co. for the ANA