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Ad-ID and e-biz for media. Barbara Bacci Mirque. As technology provides consumer control over media consumption. …the consumer media landscape has changed.

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ad id and e biz for media

Ad-ID and e-biz for media

Barbara Bacci Mirque

the consumer media landscape has changed
…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  • “… the traditional marketing model that we grew up with is obsolete.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
..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
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
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
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
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
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
Ad-ID Current Status
  • Over 350 Companies using the Ad-ID System
ad id current status1
Ad-ID current status
  • Media and agencies are using Ad-ID
  • ►ABC
  • ► CBS
  • ► NBC
  • ► FOX
  • ► Other national and local media companies

Media Support



  • ► TDGA
  • ► IAB
  • ► TVB
  • ► TAB
  • ► CAB
  • ► RAB
  • ► OAAA ► Other associations



  • ► 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 Agencies

ad id current status summary
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