Download Beyond :30 - Television Bureau of Advertising :: TVB Online

Ad-ID and e-biz for media
Barbara Bacci Mirque
As technology provides consumer control over
media consumption
…the consumer media landscape has changed
• “… the traditional marketing model
that we grew up with is obsolete.
We cannot continue to apply
traditional thinking to the new world
of technology and marketing
channels available to us today.”
Jim Stengel, Global Marketing
Officer, Procter & Gamble, ANA
2004 Annual Conference
..and so has the media supply and distribution
landscape
• Digital Production Systems
• Digital Asset Management Systems
• Evolving software for television traffic and financial
systems
• Media consolidation resulting in shifts from
decentralized local station management to centralized
operating philosophies that require single database
controls
• Verification Services
• Electronic Data Interchange/e-biz for media
• Ad-ID
These combined forces are driving the need
for accountability
• The number one issue on senior marketers mind
according to a recent ANA survey
– 55% of respondents rated it as a top three priority
– In an Atlantic Research Study, when asked what were the most
significant advertising industry challenges, 68% pointed to
Increased Accountability / Demand for ROI
And the need for better tools
• “If we had better measurement tools, we could really
understand consumers' holistic media choices. We could be
better at delivering messages that are relevant to our
consumers' preferences. Overall, it helps decrease the
waste -- the unwanted, irrelevant messages.
Ted Woehrle, Vice President of Marketing, North America,
Procter & Gamble, 2004 ANA Annual Conference
Ad-ID Meets Advertisers Needs
• ANA/AAAA developed Ad-ID to facilitate the digital
advertising tracking that advertisers, their agencies and
the media need now
– Ad-ID is the foundation of outstanding advertising asset
management – it saves time, engenders efficiency and
promotes accuracy
Advertisers are using this tool
• Ad-ID Promotes Lean Marketing
– says Jim Zambito of J&J “Ad-ID promotes
lean Six Sigma principles by linking the
marketing supply chain. Digitizing the media
transaction process will create process
improvements and cost savings for the
advertisers, the agencies, and the media.”
• Ad-ID helps eliminate manual data
entry/reduce human error; improves time
management, no need for lengthy paper
trails, common standard to improve overall
process, more time for agency relationship
and value added activities
Ad-ID is integral to e-biz success
• You can’t do e-biz without Ad-ID
– Ad-ID is a requirement at the invoice stage the same way a UPC code
is a requirement for any supermarket item
• Advertisers are familiar with and embrace the concept of EDI
– They have been using EDI for years with their customers
– Procter & Gamble saved $75/invoice when Wal-Mart required EDI
• Advertisers suspect that these tools will drive advertising efficiency
the same way the UPC code did in the 80’s
• They will require you to use them
Ad-ID Current Status
•
Over 350 Companies using the Ad-ID System
Ad-ID current status
• Media and agencies are using Ad-ID
Media Support
► ABC
► CBS
► NBC
► FOX
► Other national
and local media
companies
Association
Support
► TDGA
► IAB
► TVB
► TAB
► CAB
► RAB
► OAAA
► Other
associations
Ad Agencies
Compliant
Systems
► Donovan
► Datatech
► Mediaplex
► Vyvx
► Verance
► DG Systems
► Fastchannel
► Talent Partners
► Harris
► Synchro
► BVS
► Teletrax
► WideOrbit
► Other compliant
systems
►
►
►
►
►
►
►
►
►
►
►
►
►
►
►
►
Fallon
Leo Burnett
Saatichi
Grey
Publicis
BBDO
CP+B
McCann
DDB
JWT
Ogilvy
Arnold
Deutsch
Euro RSCG
GSD&M
Other agencies
Ad-ID current status summary
• Media and agencies are using Ad-ID
• 19 of top 20 agencies on board
• Endorsed by media associations
• Used by several media companies to code their ads
• Linked to agency and service provider systems through
an API
• Critical for digital initiatives