Real-World Digital Insertion Orders Demonstrated at IDEAlliance SPECTRUM 2005 Conference
Wednesday, October 05, 2005
Tucson, AZ, September 28, 2005. The IDEAlliance SPECTRUM 2005 Conference highlighted advancements in the implementation of Digital Insertion Orders by utilizing the AdsML Specification. At the conference, Erik Cullins, Associate Director of Digital Development, Time Inc. announced that Time Inc. would be cooperating closely with Los Angeles based Dailey, a unit of the Interpublic Group , in their use of the Order Valet system from Mediaplex for the digital delivery of AdsML insertion orders to Time Inc. This announcement was accompanied by a live proof of concept demonstration facilitated by the digital supply chain integration of Vio Insertion Manager from Vio Worldwide. In the live demonstration at the conference, an insertion order, generated from Mediaplex' Print media management system, was passed to Vio Worldwide's Insertion Manager, where an actual Dailey PDF ad file was attached to the insertion order. This package was then digitally delivered to Quad/Systems' AdSync where the insertion order was matched to the booking. The operation was easy to use, and the whole process took less than two minutes from end to end - with no re-keying of any of the insertion information utilizing the AdsML Specification. According to Cullins, "This demonstration shows that the use of AdsML to deliver digital insertion orders is a reality now. Time Inc. intends to use this technology to respond to our advertisers' requests to make advertising in magazines more timely and easy to use. We plan to pilot this concept with Mediaplex and Dailey, and, once proven, we will take this to our other advertisers. Vio is already our vendor of choice for the Ad Portal into Time Inc, and we are using AdSync in this demonstration to successfully show the proof of concept. We will, however, be developing our own EIO (Electronic Insertion Order) system in the future." Emily Weiss, EVP, Media Director at Dailey said, "Dailey is committed to innovation in every aspect of our business and we are continuously seeking better solutions for our clients. It is a must to move toward the total digital delivery of advertising. Streamlining the print insertion process is a critical piece to this goal." "IDEAlliance is proud to have been the host to such an important announcement and demonstration of the use of the underlying XML-based specifications and best practices that our organization has been instrumental in developing." said David Steinhardt, CEO of IDEAlliance. "None of this would have been possible without the support of Time Inc. as a Strategic Partner in the AdsML Consortium, the cooperation of companies like Mediaplex, Vio Worldwide and Quad/Systems in the implementation of AdsML, and the vision of advertising agencies such as Dailey."