Smooth Asset Workflows, Bigfoot, and UFOs - Harold Geller

We all have a nagging feeling all three could exist Many would like to believe they could be real All we need is some proof Hard evidence Something that could tangibly demonstrate that their existence is at least possibleToday about 7085 of cable network commercials are digitally delivered Most of the internal workflows are only partially automated and therefore are subject to human error Most still require conversion and significant amounts of human interventionI was recently part of a distinguished panel of experts at the Society of Motion Picture and Television Engineers Annual Conference in Hollywood that explored the topic of Filebased workflows This is the process of moving digital files ads and long form content movies episodic and sports content through stages of production to airplay with integration to business systemsWhat does that mean Limited human intervention removal of tape and manual steps as well as the reduced duplication effort are key components With the reduced duplication of effort its two main characteristics amp8211extra cost and increased errorsamp8211 are diminished as wellTraditional methods are no longer adequate for distribution of media assets Content is consumed via the internet over the top mobile digital out of home the list goes on ad nauseamWhere do we start We start at the moment of creation the beginning of asset creation with consistent asset identification and description whether for commercial advertising or program content The descriptive information then accompanies the medium through the media assets life cycle to the consumer However at this juncture this industry standard needs to be completely implemented We are at a historic juncture in this area the engineering production and advertising and research communities are focused on solving these issues of file based workflowsThe Coalition for Innovative Media Measurement CIMM TrackAble Asset Crossplatform Identification TAXICIMM members include television content providers media agencies and advertisers with a goal to promote innovation in audience measurement for television and crossplatform media in partnership with such valued institutions as the Interactive Advertising Bureau IAB the American Association of Advertising Agencies 4A39s and the Association of National Advertisers ANAIn May 2011 as part of its CrossPlatform Measurement Initiative the CIMM released the results of a Feasibility Study called quotTrackAble Asset CrossPlatform Identificationquot TAXIFor the study Ernst ampamp Young was hired to interview different constituencies in the Media and Entertainment industry focusing on six key attributes Simple Interoperable Inextricably Bound Extensible Open and Global and Cost Effective Ultimately the focus was to determine if it39s feasible to adopt standardized guaranteed unique digital asset coding that links to descriptive information This standardization would allow systems to track assets throughout the media ecosystem a unique filebased workflow Both AdID and the Entertainment ID Registry EIDR possess attributes of TAXI whereas AdID identifies Ads and EIDR identifies Long Form ContentFindings from the study show that it is both feasible and desirable by all facets contributing to the lifecycle of the media asset Furthermore the industry is unequivocally ready for a common open standard approach to asset identificationThe Advanced Media Workflow Association AMWAAdID and the AMWA have efforts underway that enable accelerate and support Filebased advertising workflows The AMWA quotCommercial Delivery File Formatquot AS12 also known as the quotDigital Commercial Slatequot which will begin trials in early 2012 aims to insure that the same identifier should travel down through the entire commercial39s lifespan thus reducing rekeying improving workflow and establishing a firm foundation for reporting and analytics across all platformsAssociation of National Advertisers Marketers39 Constitution The Marketers39 Constitution states quotThe marketing supply chain must become more efficient and productivequot In order to achieve this everything must become digitalAdID is the industry standard for coding and digital assets and implementing filebased workflows across the entire marketing supply chainamp8212from commercial production through distribution and airplay Marketing efficiency enables us to shorten the supply chain reduce waste and improve productivity Fully embraced by the marketing industry AdID improves the accuracy of reporting and evaluation of advertising assets affording process improvements and cost savings for all involvedSmooth asset workflows are not only useful but are necessary when working in today39s evolving media market The good news is that a toolkit already exists with new tools on the horizon to help out in making these workflows as efficient as possible In the words of Bigfoot39s pal from another Galaxy quotWith my superior intellect it39s obvious that the key to moving these 39smooth asset workflows39 from the realm of myth to reality is the use of basic tools such as AdID EIDR and AMWA 39Commercial Delivery File Format39quotHarold S Geller is Senior Vice President Cross Industry Workflow American Association of Advertising Agencies 4Aamp8217s and Managing Director AdID LLC the industry standard for identifying Advertising assets across all media platforms a UPC code for ads which is a joint venture of the 4Aamp8217s and the Association of National Advertisers ANA Harold can be reached at hgelleradidorgThe 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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Smooth Asset Workflows, Bigfoot, and UFOs - Harold Geller

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