Eight leading trade associations serving the advertising, marketing, and video technology industries are joining forces in an historic bid to create new guidelines for simplifying the distribution of digital video ads throughout the ad production sector.
The recommendations to be developed are aimed at advertisers, agencies, and production houses engaged in the production of digital video on computers, smartphones, tablets, and traditional television, which is increasingly becoming a digital medium.
The trade groups taking part in the initiative include:
- The Association of National Advertisers (ANA)
- The Interactive Advertising Bureau (IAB) Technology Laboratory
- The American Association of Advertising Agencies (4A’s)
- AICE: (The North American post production industry trade association)
- The Digital Production Partnership Ltd (DPP)
- The North American Broadcasters Association (NABA)
- The Coalition for Innovative Media Measurement (CIMM)
- The Society of Cable Telecommunications Engineers (SCTE)
The trade groups will establish three joint working groups to address standards and make recommendations that will simplify digital video advertising distribution. Each group will address a specific area that the organizations have identified as being critical for meeting the ever-growing digital appetite of marketers and consumers. They are:
- File Delivery Specifications
- Advertising Metadata
- Audio Specifications and Best Practices
The three groups will commence work immediately and their work will evolve over time according to the issues they are addressing. Depending on each group’s disparate progress, an early draft of some recommendations could be completed by the end of the year.
“This is a momentous event in our industry whose time has come and is, in fact, overdue,” said Harold S. Geller, chief growth officer of Ad-ID LLC, a joint venture of the 4A’s and ANA. “Implementing common practices between digital assets will increase efficiency, profitability, and growth within our industry and I’m proud to be working with this exceptionally distinguished lineup of industry groups to deliver meaningful standardization across the supply chains.”
Alanna Gombert, general manager, IAB Tech Lab, and sr. VP, Technology and Ad Operations, IAB, added: “The time has come to chart a more efficient course that will support consumer consumption and ease navigation across multiple screens. These collective efforts will not only benefit our members, but the industry as a whole.”
“AICE is proud to be taking an active role in determining the best digital advertising distribution practices for production and post,” said Ryan Schnizlein, chairman of AICE’s Technical Committee and chief technology officer of Cutters Studios. “We look forward to working with stakeholders in other top trade organizations to overcome current and future integration challenges for our members.”
Oscar and Emmy-Winning Composer Kris Bowers Joins Barking Owl For Advertising, Branded Content
Music, audio post and sonic branding house Barking Owl has taken on exclusive representation of Oscar and Emmy-winning composer Kris Bowers for advertising and branded content.
Bowers’ recent film scores include The Wild Robot and Bob Marley: One Love, alongside acclaimed past works such as The Color Purple (2023), King Richard and Green Book. His contributions to television are equally impressive, with scores for hit series like Bridgerton, When They See Us, Dear White People, and his Daytime Emmy Award-winning score for The Snowy Day.
In addition to his work as a composer, Bowers is a visionary director. He recently took home the Academy Award for Best Documentary Short Subject for his directorial work on The Last Repair Shop. The emotionally touching short film spotlights four of the people responsible for repairing the musical instruments used by students in the Los Angeles Unified School District (LAUSD). The Last Repair Shop reflects the positive influence that musical instruments have on the youngsters who play them, and the adults in the LAUSD free repair service who keep them working and in tune.
Barking Owl CEO Kirkland Alexander Lynch said of Bowers, “His artistry, diversity of style and depth of storytelling bring an unparalleled edge to the work we create for global brands. His presence on our roster reflects our continued commitment to pushing the boundaries of sound and music in advertising.”
Johanna Cranitch, creative director, Barking Owl, added, “Kris first caught my attention when he released his record ‘Heroes + Misfits’ where he fused together his jazz sensibility with a deeply ingrained aptitude for melody, so beautifully.... Read More