Alliance Marks Significant Expansion of Ad-ID’s Global Reach in Critical Industry Effort
to Improve Cross-Platform Ad Identification and Ease of Viewing
NEW YORK and LONDON—Sept. 23, 2014 — ZONZA—a digital asset management and content-distribution platform used by global marketers and jointly owned by Deluxe and Hogarth Worldwide—will integrate Ad-ID, the ad-coding system developed by the American Association of Advertising Agencies (4As) and the ANA (Association of National Advertisers).
The integration marks the first for a digital asset management (DAM) platform and represents a significant development toward Ad-ID’s goal of becoming a global standard. It was announced today by Greg Smith, general manager of Deluxe Advertising Services, who also serves as chief operating officer of ZONZA, and Harold Geller, chief growth officer of Ad-ID.
Ad-ID is designed to enable users to enter metadata easily, safely and securely to advertising assets in order to track those assets more reliably across platforms. In 2013 Ad-ID was selected by SAG-AFTRA as the sole commercial identifier for all commercials produced for television, radio and digital platforms featuring union members.
Ad-ID is at the vanguard of addressing the vexing challenge of video ad viewability. Various sources recently have estimated that at least half of all digital video ads are not truly viewed.
“ZONZA is the ‘engine’ Deluxe Advertising Services uses to deliver clients’ content to outlets such as TV stations and networks,” Smith said. “Beyond the known advantages of having a standard ID for each ad and a singular location for core metadata, Ad-ID’s integration into ZONZA gives our clients and prospects the ability to leverage Ad-ID on a global basis, and major clients have cited this as a benefit. Improved standardization and identification in advertising will lead to greater scale for the industry.”
Collectively, Deluxe Advertising Services and sister companies touch over 80% of all advertising, servicing the majority of top brands and agencies for visual effects, color finishing, editorial and distribution.
"Hogarth’s aim has always been to help businesses better use creative assets in production,“ said Barry Jones, co-founder and CEO of Hogarth Worldwide. “ZONZA’s integration with Ad-ID is very much in line with this vision and can transform the way content is handled and shared. This is another step in ZONZA’s journey to become the tool of choice to store, deliver and distribute creative assets globally between agencies, networks and all their partners."
Said Geller: “Digital asset management is an important and central practice in the advertising ecosystem. We believe that ZONZA and its partners have the ability to demonstrate the value of universal adoption of Ad-ID.“
The ZONZA-Ad-ID alliance represents an expansion of Deluxe’s relationship with Ad-ID, which is integrated into Deluxe‘s MediaVu, a leading provider of ad clearance.
ZONZA is a global, web-based media asset management and content distribution platform designed for ZONZA Ltd and its clients. The platform, designed to work with high-resolution assets in a cloud-based environment to support the production process, uses industry standard security technology and rapid file transfer to simplify managing and sharing content. ZONZA Ltd, based in London, is a 50/50 joint venture of Deluxe and Hogarth Worldwide. Clients include BMW, Coty, Ford, Johnson & Johnson, Mattel, Mazda, Nike and Novartis, among other global marketers. A further description of ZONZA can be found at www.zonza.com and in this brief video.
Ad-ID is the industry standard for identifying advertising assets (broadcast, print and digital) across all media platforms. The company, Advertising Digital Identification LLC was developed as a joint venture of the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA) in 2003 to help the advertising industry become more efficient and valuable, from asset management, error avoidance, reduction and resolution, to measurement and accounting. The web-based Ad-ID system is a central, secure source for the industry’s asset identification information, and ensures that all assets are delivered correctly to the media and consumers. Ad-ID serves more than 1,000 advertisers of all sizes and most advertising agencies in the United States. Ad-ID is the preferred advertising identification of the major TV networks, and was named Media Supplier of the Year by Media Magazine in 2012. For more information, visit www.Ad-ID.org.
About Deluxe Advertising Services
Deluxe Advertising Services is a rapidly growing ad-delivery technology provider serving the telecom, auto, banking and retail sectors, among others, in supplying ads to television stations, broadcast and cable networks and digital-media outlets. The company’s focus is on providing clients an efficient, integrated digital supply chain that addresses the rapid growth of content consumption on tablets, game consoles, and other connected devices. Deluxe Advertising Services is a wholly owned subsidiary of Deluxe Entertainment Services.
Deluxe Entertainment Services Group, Inc. is a global leader in media and entertainment services across film, video and online original content from capture to consumption.
Since 1915, Deluxe Entertainment has been the trusted partner for the world’s most successful Hollywood studios, independent film companies, TV networks, exhibitors, advertisers and others, offering best-in-class solutions in production, post production, distribution, asset and workflow management and new digital solution-based technologies. The company employs nearly 6,000 of the most talented, highly honored and recognized artists and industry veterans worldwide. Deluxe Entertainment is a wholly owned subsidiary of MacAndrews & Forbes Holdings Inc. For more information visit, www.bydeluxe.com.
About Hogarth Worldwide
Hogarth Worldwide is a global provider of marketing implementation services. The company provides an assortment of software and services to advertisers and brands to assist with the centralization of advertising production and its capabilities include transcreation, TV and audio production/post-production, print production, digital production, and production technology. Hogarth also manages and provides the production technology for in-house studio facilities at advertising agencies and client marketing organizations, and has undergone rapid organic expansion as a consequence of the trend for large corporations to decouple their advertising creative development from production. The company, founded in 2008, is headquartered in London and has offices in New York, Hong Kong, Singapore, Mexico and Bucharest. In 2009 the company formed a joint venture with WPP plc. The company’s web address is www.us.hogarthww.com.
For more information, contact:
Bob Gold & Associates