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Recent reports showed a moderate increase in Ad-ID usage. Approximately 100 marketers were actively using the protocol. A year later, the number tripled and more and more advocates are attaching Ad-IDs to their ads and assets. Some 875 companies have registered to use it and nearly 14,000 individual ad codes have been completed.
Facilitating marketing workflow and ad measurement, enabling both the labelling of specific marketing assets and the recording of XML-based metadata about each asset such as - who created the ad and when an ad is to run, were just some of Ad-ID proponent goals several years ago.
The standard is meant to capture the television-specific Industry Standard Coding Identification (ISCI) from a TV buyer's point of view. It works by affixing a 12-character unique code to an ad or marketing asset. When creative assets will be reused for a variety of ads, a unique Ad-ID code must be given to each asset. In 2004, ANA and AAAA cited the big four television networks that adopted the standard and the 100 marketers were actively using it. The figures released recently suggest its adoption has tripled since then.
Short term benefits are more efficient delivery and billing. Longer-term benefits of the system are projected to be global measurement, cross-media campaign tracking, analysis of advertising ROI and real-time verification that media ran according to the plan. According to Cynthia Del Rosario, ANA spokeswoman, no one is yet using the protocol for the measurement of ads and assets across media. "The main purpose is to create a foundation that will allow programs to be developed, in order to do things like that, in the sense that the UPC code was created just to identify products and in time allowed the ability to check what was in the warehouse and order products and [other actions]," she added.
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