The Pipe Dream Becomes Real: Advertising Workflows Come of Age

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Publisher: SMPTE — White Plains, NY
Doc Type: Conference Paper
Content Type: Original Research
Volume: 2012, No. 10, pp. 1–12
Abstract: The past year has been, quite possibly, the most eventful ever in the development of efficient advertising workflows. We can now embed a digital version of the infamous advertising slate in delivered commercials, using the Advanced Media Workflow Association's AS-12. BXF can be used to exchange not only the schedule of commercials, but instructions to move them from point A to B, as well as move the full complement of their metadata. BXF is also developing the ability to move copy rotation instructions from agency to broadcaster, filling the biggest gap existing today in the workflow. Ad-ID bridges all of this, making unique commercial identification simple. With an ever-expanding array of delivery platforms, as well as targeted advertising, maximum efficiency for advertising workflows has gone from a nice idea to a must-have. The good news is that we now have the tools to make it all work. We'll show how the whole thing fits together today, using industry standard approaches, making the pipe dream of automated advertising workflows a reality.
Publication Date: 2012-10-01
DOI: 10.5594/M001430
Link: https://doi.org/10.5594/M001430
Author(s): Christopher LennonHarris Corporation
Harold S GellerAdvertising Digital Identification LLC (Ad-ID)
Keyword(s): Advertising, Workflow, BXF, MXF, Traffic
Copyright: © 2012 Society of Motion Picture and Television Engineers, Inc.

Bibliographic Reference(s)

Lennon C. Geller H. , “Are Fully Digital Workflows a Pipedream?” , NAB Broadcast Engineering Conference Proceedings, 2009 . EXTERNAL
Lennon C. Geller H. , “Content ID — The Elephant in the Room” SMPTE Technical Conference Proceedings, 2009 . EXTERNAL
Lennon C. Geller H. , “Smooth Asset Workflows, Bigfoot, and UFOs,” SMPTE Technical Conference Proceedings, 2011 . EXTERNAL
Austerberry D. , “The Life of a Commercial,” AMWA white paper, 2012 . EXTERNAL
CIMM Final Report: TAXI Success Criteria and Suggested Deployment Phases, March 2011 . EXTERNAL
The Essentials of Video Transcoding, 2012 Telestream, Inc. EXTERNAL

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Christopher Lennon and Harold S Geller; The Pipe Dream Becomes Real: Advertising Workflows Come of Age, SMPTE Meetings and Conferences ( October 2012); SMPTE, 2012. Available at https://doi.org/10.5594/M001430

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Christopher Lennon and Harold S Geller; The Pipe Dream Becomes Real: Advertising Workflows Come of Age, SMPTE Meetings and Conferences ( October 2012); SMPTE, 2012. Available at https://doi.org/10.5594/M001430

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<span class="citation">Christopher Lennon and Harold S Geller; <cite>The Pipe Dream Becomes Real: Advertising Workflows Come of Age</cite>, SMPTE Meetings and Conferences ( October 2012); SMPTE, 2012. Available at <a href="https://doi.org/10.5594/M001430" target="_blank" rel="noopener">https://doi.org/10.5594/M001430</a></span>

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Christopher Lennon and Harold S Geller; The Pipe Dream Becomes Real: Advertising Workflows Come of Age, SMPTE Meetings and Conferences ( October 2012); SMPTE, 2012
doi: 10.5594/M001430
url: https://doi.org/10.5594/M001430

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Christopher Lennon and Harold S Geller; <cite id="bib-10-5594-m001430">The Pipe Dream Becomes Real: Advertising Workflows Come of Age</cite>, SMPTE Meetings and Conferences ( October 2012); SMPTE, 2012
<span class="doi">10.5594/M001430</span>
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