Yospace recently presented a paper with Adstream called “Translating Broadcast Ad Copy Principles to the Dynamic Ad Insertion Age” at the excellent Streaming Tech Sweden event. A video of the presentation was published this week and you can watch it here.
The paper calls for a centralised system for managing and delivering ad copy online. In the traditional broadcast world ad copy is centrally managed to help ensure that:
1) Audio and video levels are up to standard
2) All ad creatives are rights-cleared and their contents is logged
3) There is reliable and effective measurement of ad views
These principles need to be carried across to the online world if broadcast channels are to continue to be the primary home for big advertiser spending. There is also a huge amount of revenue potential in data-driven advertising and programmatic workflows, but the potential can only be realised if there is a centralised system for managing ad copy, metadata and measurement.