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Procter & Gamble, Ernst & Young, and Pepsi Commit to Ad-ID
8/5/03 ANA & AAAA Meeting This Week To Advance New Ad-ID System Procter & Gamble, Ernst & Young, and Pepsi Commit to Ad-IDAAAA/ANA ANNOUNCE CREATION OF NEW, JOINTLY OWNED ENTERPRISE
FOR IMMEDIATE RELEASE
Contact: John Wolfe, AAAA 212-850-0720
Barbara Bacci, ANA 212-455-8020
Procter & Gamble, Ernst & Young, and Pepsi Commit to Ad-ID
November 18, 2002... Marketing leaders Procter & Gamble, Ernst & Young LLP, and Pepsi are the first three companies to commit to Ad-ID, (Advertising Digital Identification), the new digital identification system for advertising.
Designed by the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA), Ad-ID generates unique codes to accurately identify advertising for scheduling, placement, billing and verification purposes. The codes will be the universally accepted standard to identify advertising for all media. An upgrade to the ISCI commercial system, Ad-ID codes can be used in all digital media and across all digital environments.
"This is an important step forward for the industry and for P&G," commented Jim Stengel, Global Marketing Officer, The Procter & Gamble Co. "Ad-ID will help ensure we deliver the right message, in the right context, at the right time to our consumers. We believe one universally accepted standard will help the industry work more efficiently and effectively together."
It is fitting that Procter & Gamble is one of the early adopters of Ad-ID, since the company was largely responsible for the creation of the ISCI coding system 32 years ago.
In addition to generating unique codes, the Ad-ID system can serve as a central, permanent repository of information about each ad: who created and produced it, where and when it is scheduled to run, and any clearance or legal issues.
"We are faced with the need to be accountable for every dollar we spend" notes Jim Speros, Chief Marketing Officer, US, Ernst & Young LLP. "Ad-Id will help us manage our advertising assets and ultimately facilitate actionable ROI analyses."
"The digital marketplace demands digital solutions" says Dawn Hudson, President Pepsi-Cola North America, PepsiCo, Inc. "Ad-ID is the first step toward improved communications across digital platforms and the sharing of ideas on a global basis."
The Ad-ID system is currently in a beta test. Plans call for the system to be launched in January. During the introductory period, efforts will be concentrated on gaining universal adoption of the Ad-ID system as the standard industry identifier. Once the 12 character code is integrated into existing systems and users begin to realize the benefits of Ad-ID, it is anticipated that software innovations will emerge to facilitate industry wide improvements. These may include such things as real time verification, ROI analyses, and global campaign tracking.
For more information about Ad-ID, please contact John Kaiser at 212 850-0855 or email kaiser@aaaa.org
About the AAAA
The American Association of Advertising Agencies is the national trade association of the advertising agency business. The 1,225 member agency offices it serves in the U.S. employ 65,000 people, offer a wide range of marketing communications services, and place 75 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry's spokesman with government, media, and the public sector. For more information visit our Web site at www.aaaa.org.
About the ANA
The ANA is the industry's premier trade association dedicated exclusively to marketing and brand building. Representing over 300 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising, the association's members market products and services to consumers and businesses. ANA serves the needs of its members by providing marketing and advertising industry leadership, legislative leadership, information resources, professional development and industry-wide networking.
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