The Pipe Dream Becomes Real: Advertising Workflows Come of Age

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Publisher: SMPTE — White Plains, NY, USA
Doc Type: Journal Article
Content Type: Original Research
Abbreviated Title: SMPTE Mot. Imag. J
Volume: 122, No. 8, pp. 32–37
Abstract: The past year may have been the most eventful ever in the development of efficient advertising workflows. A digital version of the infamous advertising slate can now be embedded in delivered commercials, using the Advanced Media Workflow Association's Application Specification 12. SMPTE's Broadcast eXchange format (BXF) can be used to exchange not only the schedule of commercials but also 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. Advertising digital identification (Ad- ID) bridges this gap, 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 tools are now availalable to make it all work. This paper shows how all the pieces fit together today using industry standard approaches, making the pipe dream of automated advertising workflows a reality.
Publication Date: 2013-11-01
DOI: 10.5594/j18357XY
ISSN: Print: 1545-0279
Link: https://doi.org/10.5594/j18357XY
Author(s): Christopher Lennon
Harold S. Geller
Copyright: © 2013 Society of Motion Picture and Television Engineers, Inc.

Bibliographic Reference(s)

1. Lennon C. and Geller H. , “Are Fully Digital Workflows a Pipe Dream?” Presented at NAB 2009 , Las Vegas, NV , April 2009 . EXTERNAL
2. CIMM , “Final Report: TAXI Success Criteria and Suggested Deployment Phases,” Coalition for Innovative Media Measurement , New York , March 2011 . EXTERNAL
3. Telestream , “The Essentials of Video Transcoding,” Nevada City, CA , 2012 . EXTERNAL
4. Lennon C. and Geller H. , “Content ID—The Elephant in the Room,” presented at the 2009 SMPTE Technical Conference & Exhibition , Hollywood, CA , Oct. 2009 . EXTERNAL

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Christopher Lennon and Harold S. Geller; The Pipe Dream Becomes Real: Advertising Workflows Come of Age, SMPTE Motion Imaging Journal ( Volume: 122, Issue: 8, 2013); SMPTE, 2013. Available at https://doi.org/10.5594/j18357XY

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Christopher Lennon and Harold S. Geller; The Pipe Dream Becomes Real: Advertising Workflows Come of Age, SMPTE Motion Imaging Journal ( Volume: 122, Issue: 8, 2013); SMPTE, 2013. Available at https://doi.org/10.5594/j18357XY

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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 Motion Imaging Journal ( Volume: 122, Issue: 8, 2013); SMPTE, 2013. Available at <a href="https://doi.org/10.5594/j18357XY" target="_blank" rel="noopener">https://doi.org/10.5594/j18357XY</a></span>

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Christopher Lennon and Harold S. Geller; <cite id="bib-10-5594-j18357xy">The Pipe Dream Becomes Real: Advertising Workflows Come of Age</cite>, SMPTE Motion Imaging Journal ( Volume: 122, Issue: 8, 2013); SMPTE, 2013
<span class="doi">10.5594/j18357XY</span>
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