The Publishers View of AdsML

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The Publishers View of AdsML

• Digital Ad Labs
• 3rd August 2005
• Joe Kirk, Technical Director, Cyber UK Ltd

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Print errors cost advertisers dear in 2004

• Stephen Brook, Guardian advertising
  correspondent, Monday March 7, 2005
• Advertisers lost an estimated 220m last year
  because adverts they booked to appear in
  newspapers failed to appear or ran with errors,
  according to research.
• Thomson Intermedia, which monitors advertising
  activity, said 7 of all press adverts in 2004
  either ran on the wrong page, were printed in
  monotone when booked to run in colour, or failed
  to appear at all.
• The cost to one major car company amounted to
  more than 1m, according to Thomson.
• The figure suggests no progress has been made
  since 2002, when the Incorporated Society of
  British Advertisers estimated that 7 of all
  print advertising did not appear as booked.
• The advertising monitoring company, which today
  launches an advertising expenditure barometer
  with accountancy firm KPMG, found that total
  expenditure on advertising last year was 10.5bn.
  
• http//media.guardian.co.uk/advertising/story/0,74
  92,1430825,00.html

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Make Goods / Allowances 2003
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Make Goods / Allowances 2003
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ANL Advertising Profile

• Revenue for 2004 - 476M
• Majority of advertising is B2B
• Ratio of Display Classified by Revenue is 8020
• Over 95 of Display comes through agencies
• Over 80 of Classified comes through agencies
• Small number of very large classified agencies
• e.g. 1 agency 50,000 insertions valued at 30M
  (44M)

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Why do we need to change?

• Unacceptably high levels of allowances and
  make-goods
• Order capture is 100 manual
• Long and sometimes disconnected copy chain
• Deadline compliance is not rigidly enforced
• Ad copy has to be linked manually with the
  booking
• Quality compliance issues
• Increasing demand for electronic invoices

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How are we going to change?

• Automate as many of our procedures as we can
• Start pilot studies with cooperating partners to
  explore the issues of electronic commerce
• Use AdsML as the basis of our venture into
  e-commerce
• Use the AdsML Consortium as a forum for
  exchanging ideas experiences with others
• Encourage our partners to consider using AdsML

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So What is AdsML?
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So What is AdsML?

• The advertising industrys business to
  businesstransaction container
• An international consortium aiming to accelerate
  and improve advertising workflows
• Publishers, system vendors, ad agencies,productio
  n houses
• A framework for exchanging digital ad
  communications using existing formats
• A suite of interoperable XML standards for
  exchanging specific types of advertising
  information

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What It Is, What It Is Not

• Its a set of standards which have the potential
  for unifying technology and business processes
  to transform the advertising industry
• NOT an application you can buy

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ANL Workflow Outline
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Thank You

• Joe Kirk
• Cyber UK Ltd
• (joe_at_cyber-uk.com)
• Digital Ad Labs
• 3rd August 2005