Lead Times A guide to best practice IAB Standards Taskforce, Autumn 2004. Delivering creative assets on time helps your campaign launch on time. The importance of Lead Times:. Delivering creative assets on time helps your campaign launch on time.
0 days to launch: Campaign launch
2 days to launch: Loading scheduling tags (and checking)
2 days to launch : Loading third party counting tags (and checking)
3 days to launch : Time for further technical development work if needed (and checking / this period could be much longer for complex software)
3 days to launch : Campaigncreative testing
4 days to launch : Creative assets delivered to mediaownerAverage is 4 days (3 for simple artwork and 5 for complex)
5 days to launch : Creative assets completed to agreed specification by agency or third party provider
Allow adequate time: Creative assets signed off by client
Allow adequate time: Final changes to creative, interim creativedevelopment, revisions, further developmentand if required then technical testing
Allow adequate time: Creative briefing
Booking Stage: Specs agreed with media owners
For complex campaigns with elements including advertorials, rich media or extensive third party research, media owners may want to agree a schedule of deliverables (covering assets and tagging etc) with agency and client up front.
With online ads often scheduled by third-parties, the process of delivering tags and creative assets can be even more extensive.
These companies may require additional time in the final days before launch to complete their part of the scheduling
Similarly, complex counting procedures, multi-national campaigns and campaigns that include research surveys may also require further time.
The IAB strongly advises all companies concerned to plan these elements into their delivery schedules and agree a revised set of deadlines well in advance of the campaign.