About Ad-ID
Advertising Digital Identification, Ad-ID, is a Web-based system that generates a unique
identifying code for each advertising asset, enabling advertisers, agencies and the media to
improve upon current ad-related processes and capitalize on emerging technologies and
marketing opportunities.
Developed by the American Association of Advertising Agencies (AAAA) and the Association
of National Advertisers, Inc., (ANA), Ad-ID uses the TV standard, ISCI® commercial coding
system as the foundation and replaces all other methods used to identify advertising assets.
Ad-ID is the industry standard identifier for all forms of media.
With Ad-ID there is one standard code that works across all industry
systems bringing consistency to asset identification and enabling the digital
exchange of information, e-business, and other industry advancements.
Ad-ID codes are computer generated through a secure, Web-accessible
database, located at
www.ad-id.org. Ad-ID codes are 12 digits in length,
four alpha and eight alphanumeric characters. The first four alpha characters
are company identification prefixes. All existing ISCI® prefixes are
grandfathered into the Ad-ID system. Advertisers without an ISCI prefix
will need to obtain a new Ad-ID company prefix.
Ad-ID is a collaborative database of ad information.
Critical information about each ad and campaign can be entered into Ad-ID.
Details of the ad, where and when it will run, clearance status, usage
restrictions, related executions, and other vital information can be accessed
by authorized users 24/7. The collaborative system enables real-time
communications of data across offices and resources.
Advertisers and agencies control their secure Ad-ID accounts and permit users to create
codes, input data, and/or view ad information. Only those individuals who are authorized to use
Ad-ID for specific brands are given access to the system. Ad-ID is easy to use, accounts are
highly confidential, and advertising codes and vital data about each ad can be accessed, shared,
and analyzed for years to come.
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Background
In 1970, advertisers, agencies, and the television networks adopted the ISCI commercial coding
system. The purpose of ISCI was to standardize the identification of television commercials to
reduce errors in handling, scheduling, broadcasting, and billing.
The AAAA and the ANA, are the owners and operators of the ISCI® system since 1992,
which issues identification prefixes to companies.
| CODING PROGRESSION
|
History of Coding in the Marketing Industry:
ISCI System: 8 Characters; 4 alpha, 4 numeric
• Created to standardize the identity of television commercials for scheduling, tracking,
and storing. This 30-plus year system is no longer adequate in a world of digital and
addressable media.
UPC Bar Code: 10 Digits
• Created to speed up the check-out process at retail - nothing more, nothing less.
That was May 4, 1974, with a scan of a pack of Wrigley's gum in a Marsh Supermarket.
Today there is no product in retail outlets without a bar code.
Ad-ID System: 12 Characters; 4 alpha, 8 alpha-numeric
• Created to standardize coding in the advertising industry for all assets. Today there is no
consistent coding method across advertising mediums, thus the lack of ability to
communicate system to system.
|
To identify individual commercials, agency traffic or broadcast personnel manually assigned
four numbers to the four alpha prefix to create an eight character ISCI® code.
Whereas an ISCI® code has been used by most advertisers to identify a television ad, there are
vast inconsistencies in the way advertisers and agencies identify advertising for other media. The
code for a radio spot is different in structure than the code for a print ad. There are also
differences in coding ads for the same medium across agencies.
To bring more accuracy to the coding process, consistency to ad identification, and
provide the foundation for digital convergence, a new identification system was created
for the industry. The AAAA and the ANA launched Ad-ID in 2003.
|
CODING COMPARISON |
ISCI [old]
• Simple and well-known.
• Analog code. Translations are required
for digital media and IT applications.
• The 8-character ISCI code is limiting.
Some advertisers need to recycle codes.
• Used for television advertising.
• Code "file" not widely accessible.
• Code conveys minimal information.
• Created by hand.
• Used for trafficking/scheduling.
|
Ad-ID [new]
• Backward compatible with ISCI.
Ad-ID uses existing company prefixes.
• Digital code. One code for all
environments and applications.
• Ad-ID is a 12-character code offering
a virtually unlimited number of unique
codes.
• Applicable for ads in all media. Brings
consistency to identifying advertising.
• Permanent, easily accessible record of
prefixes/codes. Changes in personnel or
resources will not be disruptive.
• Ad-ID can accommodate a substantial
amount of information about each ad.
• System generated. Less subject to
human error.
• Trafficking/scheduling and reporting,
analyses, and ad management.
|
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The Benefits
1. Contribute to More Advertising Running as Planned
The previous decentralized and manual system of ad identification and limitations with the eight
character ISCI® broadcast code led to errors in the identification, scheduling, and airing of
advertising.
Ad-ID will help reduce media discrepancies as all codes are generated electronically from a
central registry to ensure uniqueness, accuracy, and authenticity. In addition to helping more
advertising run where, when, and how it is planned, Ad-ID can be used by verification services
to track when, where, and how an ad actually ran.
2. Generate Efficiencies
Ad-ID will reduce the time spent identifying, trafficking, and tracking advertising. It will save
time preparing reports, reviews, finding information, confirming instructions, checking on
previously assigned prefixes and codes, and training new staff. It will also reduce the hours spent
investigating scheduling or placement errors.
With a permanent record of ad data in the system, Ad-ID can facilitate the sharing of assets
across offices or affiliates and the repurposing of advertising for special opportunities.
3. Improve Communications
As an authoritative source of information, Ad-ID will contribute to more accuracy in information
flow throughout the advertising supply chain. The intellectual capital of an organization can be
shared and viewed by team members across departments, offices, and resources on a real-time
basis. This will streamline communications and facilitate integrated marketing programs.
4. Serve as the Backbone, the Standard for Important Industry Initiatives
Technology has and continues to change the media landscape. Addressable communications,
"on-demand" and interactive advertising, electronic media buying, selling and invoicing
(ebiz for media), and real-time media verification are some of the emerging processes that
require a digital ad identifier for the digital interchange of information. At the step in media
transactions when schedules are inserted, Ad-ID will be the digital ad identifier.
Information technology is also changing advertiser and agency workflow processes.
Interconnectivity requires a common language for machines to communicate with one another,
and Ad-ID provides the standard for ad identification. Systems and environments need Ad-ID to
avoid conflicts that could result from system specific identifiers.
5. Facilitate Advertising Accountability
Ad-ID will generate efficiencies, improve processes, and play an integral role in emerging
technologies that will track, verify, and measure the effectiveness and ROI of advertising. Ad-ID
is also likely to facilitate innovations in ad management and cross-media analyses.
| REDUCE DISCREPANCIES
|
True Stories
• A pharmaceutical company's TV commercial ran incorrectly
placing them in regulatory violation.
• A major packaged goods company's carefully crafted brand
plan was for naught when the ad schedule ran incorrectly for
a long period of time due to miscoding.
• An agency for a major motion picture studio unintentionally
assigned a prefix belonging to a fast food chain causing the
wrong company to be billed.
• An agency for a pharmaceutical company assigned prefixes
that weren't available; it was caught in time, but the result was
additional editing time costing the company money in order to
re-slate the spots.
• An automotive IT rep states "Ad ID will pay for itself."
|
The Need for an Industry Standard
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Industry Testimonials
"One universally accepted standard, Ad-ID, will help the industry work more efficiently and effectively together"
-Jim Stengel, Global Marketing Officer, P&G
"Ad-ID is important for all of us. It is the first system to provide a digital identification standard for
advertising assets�be they TV commercials, radio spots, print ads, internet ads, out of home or
FSI's. It is a technological breakthrough that is improving communications, supporting ROI efforts
and facilitating our industry's accountability. If you are not using Ad-ID, please start today."
-Renetta McCann, CEO, Starcom Mediavest Group
"Ad-ID is the first step toward improved communications across digital platforms"
-Dawn Hudson, President, PepsiCo.
"In the age of accountability, Ad-ID is essential"
-Ken Kaess, CEO, DDB
"Ad-ID is key to capitalize on the many opportunities being created from the technological
advancements throughout the media industry."
-Ron Berger, CEO and Chief Creative Director, Euro RSCG
"Ad-ID is going to do for advertising what the UPC code did for retailing"
-Peter Sealey, Ex Global Marketing Director, Coca-Cola
"Ad-ID is very helpful. I would encourage you to join this service."
-Kathy Hirsch, Broadcast Producer, Peter Mayer Advertising
"Working with many brands and several agencies, Ad-ID has made it simple to keep track."
-Pearl Miller Manager, Advertising Production and Media, ConAgra Brands, Inc.
"Although my initial reaction of working with Ad-ID was guarded optimism, my daily experience
has brought a profound respect for this system and its application to diverse aspects within the
advertising field. Today's technology dictates the necessity of a digital web of information, and
Ad-ID affords that conclusion by linking the various departments."
-Jo Ann Jarush, Assistant Manager Broadcast Traffic, Saatchi NY
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Costs
The AAAA and the ANA developed Ad-ID to enable all advertisers and agencies to realize the
benefits of the system.
To accommodate advertisers of all sizes and ensure universal adoption, there are five pricing
plans based upon the number of codes to be created per year. For each plan companies have the
option of whether or not to take advantage of the metadata
feature of Ad-ID.
The annual contracts are:
| # of Codes
|
Code Contract
|
10
50
100
300
Unlimited
|
$500
$2,250
$3,000
$7,500
$10,000
|
A charge for Ad-ID is necessary to offset development, maintenance, and support costs for the
networked computer database system.
Existing authorized ISCI prefixes can be used in Ad-ID free of charge. If a company does not
have an ISCI or Ad-ID prefix, there is an initial one time fee of $1,500 to obtain a four letter
company identification prefix. This also entitles the company to 10 free codes.
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Ad-ID Forms
Ad-ID works hard to ensure that all advertisers have the opportunity to use the Ad-ID system. This is why Ad-ID has developed several programs for advertisers and agencies based on their needs. To download the forms below, click on the name of the program. Please email completed forms to customer service at
cs@ad-id.org or fax to (704) 594-6290. For questions or further assistance, please call customer service at (704) 501-4410.
Current Ad-ID Programs and Forms:
- Grandfather Prefix Program: This program is for advertisers who have a registered ISCI prefix. Please complete this form to activate your prefix in Ad-ID.
- Standard Prefix Program: This program is for all advertisers who do not have a registered prefix. Please complete this form to purchase a standard 4 letter Ad-ID prefix.
- Limited Prefix Program: This program is only for advertisers who need 5 codes or less per year. The form must be filled out to purchase a prefix through the Ad-ID Limited Prefix Program.
- Small Advertiser Program: This program is for advertisers with media spending of $5 million or less per year across all media, according to Nielsen's MonitorPlus.
- Non-Profit Prefix Program: This program is for all non-profit advertisers who do not have a registered prefix. Please complete this form to purchase a standard 4 letter Ad-ID prefix at the non-profit rate.
- Non-Profit Limited Prefix Program: This program is only for non-profit advertisers who need 5 codes or less per year. The form must be filled out to purchase a prefix through the Ad-ID Non-Profit Limited Prefix Program.
- Code Contract Form: This form can be filled out to purchase Ad-ID code contracts.
- Non-Profit Code Contract Form: This form can be filled out to purchase Ad-ID code contracts at the non-profit level.
- Pro-Bono Program: This program is only for agencies providing pro bono service to an advertiser without a registered prefix. The form must be filled out to participate in the Pro-Bono Program.
- Agency Prefix Exchange Program: Ad-ID does not support agency prefixes and, therefore, will exchange an Agency Prefix with a unique new prefix at no cost for one advertiser. The form must be filled out to participate in the Agency Prefix Exchange Program.
- Dormant Agency Prefix Program: Ad-ID does not support agency prefixes, however, if an agency wants to maintain their Agency Prefix for internal use, it can be registered as a Dormant Agency Prefix. The form must be filled out to participate in the Dormant Agency Prefix Program.
- Set Up Form: This form is for the set up of new groups in Ad-ID. The advertiser and/or agency provides information such as advertiser and agency contact, prefix information, billing contact, etc. for Ad-ID to process the group set up.
- User Agreement: This is the complete Ad-ID user agreement that all users accept when they sign up with Ad-ID.
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Contact Information
Ad-ID Sales and Marketing:
Harold Geller
SVP Digital Initiatives
American Association of Advertising Agencies
405 Lexington Avenue, 18th Floor
New York, NY 10174-1801
(212) 850-0795
hgeller@aaaa.org
Ad-ID Operations and Customer Service:
Lindsay Garvey
Ad-ID
201 McCullough Drive, Suite 100
Charlotte, NC 28262
(704) 501-4410
lgarvey@ad-id.org
Advertising Digital Identification LLC is a limited liability company of the American Association of Advertising Agencies and the Association of National Advertisers. Copyright © 2002-2008 Ad-ID, LLC. API Development by Vexcom Inc.
