The Media Asset Management Metadata Research Project
Take the Media Asset Management Metadata Survey
Presented by Earley & Associates and sponsored by Ad-ID and AMWA, the Media Asset Management Metadata Survey will help us determine the extent to which the Advertising Industry has adopted various tagging and metadata practices in Enterprise Search and Content Management.
To thank you for your participation, you will receive a complimentary pass to a webcast about Metadata Practices in Media and Communications, as well as a pass to a special webcast where we will review survey results (a $100 value).
The Media Asset Metadata Lifecycle
As advertising has made the leap from analog to digital, both the need and ability to automate various aspects of the advertising lifecycle have increased dramatically. Consistent metadata is key to successful automation of the broadcast advertising lifecycle. But what is metadata? Where does it reside? Who creates and consumes it? What does it tell us?
Metadata is literally “data about data.” Back in the analog days, sticky notes on file folders or inside videocassette cases (or handwriting on the cases or folders themselves) were metadata. Today, metadata is digital, and can be embedded within a digital file (e.g. the ad itself) or can reside remotely in a database. Advertisers, agencies, media, and other vendors enter metadata into a variety of systems throughout the ad lifecycle including production, traffic management, digital asset management, broadcast, and business systems.
The emergence of Ad-ID – a global standard for uniquely identifying advertisements – enables various players in the broadcast advertising lifecycle to access metadata over the internet. Any system – public or proprietary – that stores metadata can index that metadata using an Ad-ID. So now, instead of rekeying metadata into a system, the data can be downloaded over the internet using a query of the remote database and entered automatically.
Ad-ID and Digital Workflows
Ad-ID currently provides users with access to over 50 fields of slate metadata. Unfortunately, today, the slating information associated with Ad-ID is rekeyed up to 20 times over the life of an advertisement run. Over 150,000 Ad-IDs are created every year:
- 75,000 TV / Radio / Print Ads
- 25,000 Interactive banner ads
- 50,000 Ads running on 15 sites / Platforms
Assuming that the average salary of a production worker is $50,000 and it takes just one minute to rekey slate data, the effort to rekey information is equivalent to 1500 fulltime employees at an annual cost to the industry of over $80 million.
As systems and software vendors begin to take advantage of the metadata that Ad-ID makes available, advertisers, agencies, production vendors, media, and other vendors will begin to reap the savings that process automation delivers.
About the Media Asset Management Metadata Research Project
Earley & Associates, working in close collaboration with the American Association of Advertising Agencies (4As) and the Association of National Advertisers (ANA) – the sponsors of Ad-ID – is conducting sponsored research to develop a preliminary model of a metadata lifecycle for advertising. A cross-industry consensus on a metadata lifecycle for advertising is essential to developing requirements for the next generation of systems and software, so that they can fully integrate Ad-ID metadata.
Take the survey now and help shape industry standards and policy and accelerate the time to value around metadata management for both vendors and customers.
Presubscribe to the Media Asset Management Best Practices Benchmarking Report and receive $100 off the purchase price. This report will provide detailed survey findings and discuss the impact of metadata on critical advertising business processes.
We thank you for your participation and look forward to sharing the results with you.