Advertising

Advertising Specifications

DPP technical projects often cover workflows not just for programme content, but also commercials, sponsorship, and promotions.

Our work on file-based delivery includes specifications for delivery of short-form material such as commercials, using formats in the AS-11 family. Read more...

Meanwhile our work on versioning and mastering with IMF includes work on how IMF can unlock new opportunities and efficiencies in advertising workflows, especially for addressable advertising. Read more...

These are highly active project areas, so if you'd like to get involved, please get in touch.

Commercials and Promotions

Just as with programme delivery, it’s important to have common specifications for delivery of short-form content, such as Commercials, Sponsorship and Promotional material.

UK HD Commercials, Sponsorship, Promotions, and Presentation Events

Historically in the UK, each broadcaster used their own specifications for the delivery of Commercials and Sponsorship. A unified DPP delivery specification is now available, alongside an equivalent for Promotions and Presentation Events.

AMWA AS-11 X5 and X6

Two forthcoming AMWA specifications have been drafted to build on the existing DPP specification, harmonising the short-form specifications with the rest of the AS-11 X family. The new specifications support embedded metadata and add a new location within the file header for the carriage of subtitle data.

These specifications are in active development, and are expected to be deployed by broadcasters in 2020, so please contact us if you'd like to get involved.

IMF for Advertising

Online advertising has changed beyond recognition over the past five years with the introduction of personalised and hyper-targeted adverts. Recently, broadcast platforms have also started to offer addressable advertising.

We’re working with DPP members to generate a common framework for delivering a high volume of advertising content with IMF. We’re also looking at how component-based workflows will bring efficiencies across the supply chain and unlock new commercial opportunities.

By using our previously published IMF documents as the foundation for this work, we'll ensure that personalisation can be achieved through best practice models common to both programming and advertising.

The benefits available to the advertising workflow are summarised in our business benefits report:

Proofs of Concept

A project group was formed in 2019 to identify opportunities and gaps with regards to using IMF in advertisement workflows.

At our open event in July 2020, the group presented two successful Proofs of Concept (PoC) that demonstrate the practical benefits of using IMF in the advertising supply chain:

PoC 1 addressed the challenge of submitting multi-variant adverts to a clearance process. Registering identifiers for the clearance process in the CPL and submitting an IMF package, the UK clearing house Clearcast could process all possible versions from a single submission. Flattened transmission files were only created from those versions which were delivered to broadcasters.

This process also proved the end-to-end use of CPL metadata, according to DPP003 which was mapped into the flat files as part of the conformance process.