CIMM-TAXI: The Roadmap for Marketing and Communication Interoperability - Harold S Geller

This panel discussed the final report of a twoyear effort sponsored by CIMM called Trackable Asset CrossPlatform Identification TAXI We will look back upon this report as the turning point in reducing crossplatform media complexity and unleashing untold innovation for the benefit of marketersTAXI is an industry initiative to accelerate video asset identification and trackability standards across the media and entertainment supply chain calling for all parts of the media ecosystem to coalesce around unique identifying codes provided by either AdID the industry standard for identifying advertising assets across all media platforms or EIDR a global registry for unique identification of movie and TV contentThe report stresses the importance of registering both advertising and entertainment assets puts all the steps necessary to achieve marketing and communications interoperability in one location and forms the framework for the standardsetting activities and process improvement conversations that must now take place When fully deployed these activities will not only deliver the measurement improvements CIMM initially set out to achieve but will improve crossplatform supply chain efficiency and productivity This will enable us to become more capable as articulated in the ANA Marketers Constitution tenets 5 and 6Participation in TAXI included unprecedented involvement of 28 MampampE entities from media agencies advertisers measurement companies media outlets and other vendors The conversations were enlightening and illuminated the urgency of the foundational steps toward more timely and relevant measurement and management of crossplatform media campaignsThe participants in TAXI also identified additional potential benefits of AdID and EIDR adoption includingamp183 Fewer barriers to deploying crossplatform dynamic ad insertionImproved measurement of the performance of adsMore granular media ratingsImproved automated content recognitionLess complex secondscreen integrationEnablement of new antipiracy tools and methodsReduced asset storage and transmission costsThe TAXI report articulates the three steps necessary to enable a projected 2 billion in annual MampampE sector revenue and more than 500 million in MampampE cost savings and takes unnecessary and duplicative work out of the industry39s workflowStep 1 Register all video assets with AdID and EIDR registries Fifty percent of TV ads and prerecorded episodic entertainment content is already registered but there must be renewed attention to gain universal adoptionThe registration task for ads is generally the responsibility of the creative agency and sometimes the advertiser The combined advocacy of the media agencies and supply chain vendors commercial distributors production companies and editing facilities in addition to research vendors and the media must be brought to bear to articulate the importance of this requirement and the standardized process it affordsIt is important that the adoption of these standards take place no later than January 1 2014 in line with previous calls from boards of both theANA and 4A39sStep 2 Operationalize asset and ID flowthrough Detail functional requirements and budgets for implementing ID flowthrough within media asset management delivery and distribution infrastructuresThis work will be led by AdID EIDR and CIMM in conjunction with the Society of Motion Picture and Television Engineers the Advanced Media Workflow Association and other organizations with broad crossdisciplinary involvement These groups will provide regular progress updates to the industry stakeholders toward completion by the end of December 2014 as stated in the reportStep 3 Embed TAXI in all media measurement and reporting At the same time as the work in step 2 is taking place media agencies and the media must make it a requirement that all internal and thirdparty measurement use AdID andor EIDR as a primary key The ecosystem must drive ad delivery and content monetization business model transformation in ways not previously enabled before using unique identificationSUMMARYWhy should anybody be concerned about a supply chain workflow or interoperability Jack Myers recently wrote quotThe 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 growthquotWe have to keep paying focused attention to our ecosystem and interoperability We can39t allow our vendors to implement proprietary mechanisms The TAXI report demonstrates the best practices that will allow us to navigate the increasingly complex multichannel multiplatform world of content monetizationThe full TAXI report can be accessed here and a video featuring a variety of media and entertainment executives and brands discussing TAXI is herePanelists pictured above from right to left David Kohl Advertising Lead Media ampamp Entertainment Advisory Practice Ernst ampamp Young Janice FinkelGreene EVP Buying Analytics Magna Global Bradley Epperson VP Commercial Operations NBCUniversal Mike Overly Marketing Effectiveness Manager LEGO Harold Geller Chief Growth Officer AdIDPhoto David Lubarsky PhotographyThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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CIMM-TAXI: The Roadmap for Marketing and Communication Interoperability - Harold S Geller

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