Tom gave an introduction to the increasing use of booking URLs to streamline the process between booking an ad to delivery, whilst creating a set of metadata to accompany the file determining which job it belongs to and what has happened to it along the way. He was joined on the panel by Andy Gladden from Wellcom, Darron Barker from E Graphics, Dean Wilson from UK Metro and Mike Hoy from Papermule.
A copy of Tom’s presentation can be viewed by clicking here.
A lively discussion followed with highlights including:
- Associated went live using booking URLs in first quarter of 2011. Typically 65% of copy comes from the same sender and a typical newspaper takes ads from 500 different agencies. Therefore any improvement in the workflow is of huge benefit.
- At present booking URL’s relate more to newspapers as the magazine industry has been slower on the uptake.
- Are we going to end up with a WAM!NET/Vio situation with lots of vendors offering booking URL’s and delivery methods with no synergy? Specle has tried to overcome this by working very closely with other vendors so users can choose which delivery process they would like to use and utilising GWG fields.
- Cost saving benefits are to the publisher.
- Is URN the right terminology, as it means other things in other industries?
- When Metro started using booking URL’s the increase of usage went from 2-25% in a matter of months.
- There is still an issue about making and submitting ads correctly. Should there be a guide for doing this? I have liaised with PPA and their guidelines are available via http://www.ppa.co.uk/resources/guides-and-standards/production/pass4press/
To view the Digital Ad Lab website visit http://www.digitaladlab.co.uk/
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