eBiz for Media: Where We Are Today


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eBiz for Media: Where We Are Today

  1. 1. eBiz for Media: Where We Are Today & the Plan to Move Forward January 13 th , 2006
  2. 2. Agenda <ul><li>The Goal of eBiz for Media </li></ul><ul><li>eBiz for Media Components, Success Stories, Issues & Proposed Solutions </li></ul><ul><li>eBiz for Media Lab </li></ul><ul><li>The First Experiment </li></ul><ul><li>Call to Action & Next Steps </li></ul>
  3. 3. The Goal of eBiz for Media <ul><li>What are we trying to achieve? </li></ul><ul><ul><li>Decrease the manual work and errors resulting from paper transactions between Media Buyers & Media Sellers. </li></ul></ul><ul><li>How can we do this? </li></ul><ul><ul><li>Implement a two-way electronic relationship between Media Traffic/Sales Systems & Media Buying Systems. </li></ul></ul><ul><li>What are the benefits? </li></ul><ul><ul><li>Reduces errors </li></ul></ul><ul><ul><li>Lowers cost for players of all sizes </li></ul></ul><ul><ul><li>Increases competition </li></ul></ul><ul><ul><li>Adjusts for changing business needs </li></ul></ul><ul><ul><li>Provides an audit trail </li></ul></ul>
  4. 4. Where We are Now <ul><li>High interest in seeing ebiz succeed. </li></ul><ul><li>High level of frustration at moving forward as an industry. </li></ul><ul><li>Many independent eBiz efforts in production. </li></ul><ul><li>spotcableXML Proposals & Orders, Spot TV XML Order & National Cable EDI Order & Invoice are only standards being widely used today. </li></ul><ul><li>No standards with a two-way communication are currently implemented. </li></ul>Long-Term Result: Trading Partners may be condemned to having multiple systems to deal with one transaction.
  5. 5. Where We Need To Go <ul><li>An end-to-end solution for each medium. </li></ul><ul><li>Critical mass using industry standards. </li></ul>Long-Term Result: Trading Partners use the same methodology to send and receive any eBiz transaction in any medium.
  6. 6. The eBiz for Media Components <ul><li>Business Rules </li></ul><ul><li>XML Schemas </li></ul><ul><li>Schema Repository </li></ul><ul><li>Communication Registry </li></ul><ul><li>Transaction Hubs </li></ul><ul><li>Ad-ID </li></ul>
  7. 7. eBiz for Media Critical Success Factors <ul><li>Business Rules </li></ul><ul><li>XML Schemas </li></ul><ul><li>Schema Repository </li></ul><ul><li>Communication Registry </li></ul><ul><li>Transaction Hubs </li></ul><ul><li>Ad-ID </li></ul>Systems need to be programmed to work with the standards. Need a unique uniform asset identifier to tag for verification. Media buyers and sellers need to be involved to define how the business works. Technical expertise and infrastructure development lies with the vendors. Requirements for all media will be defined; parallel effort with standards rollout will be conducted. A process between the AAAA and media trade organizations will balance approval of changes vs. housing of standards.
  8. 8. Ad-ID <ul><li>Unique universal code for ads across all media. </li></ul><ul><li>Links key information about an ad to its code. </li></ul><ul><li>Brings accuracy and efficiency to ad processes. </li></ul><ul><li>Foundation for new technologies. </li></ul><ul><li>Provides a common language for digital communications. </li></ul><ul><li>Facilitates advertising accountability. </li></ul>
  9. 9. Media Buying eBiz Successes <ul><li>Universal McCann DDS Web IO for print </li></ul><ul><li>Cablesure for national cable </li></ul><ul><li>LCI CPE code training collaboration with station groups. </li></ul><ul><li>Receiving only Electronic Invoices for Spot TV </li></ul><ul><li>Starcom Media-In-Motion for national cable </li></ul><ul><li>Horizon TVB XML Standard for Orders via Strata & Spot Buy Spot </li></ul><ul><li>TVB XML Standard for Orders via DDS </li></ul><ul><li>Spot Radio via Katz & Interep </li></ul><ul><li>ITN TVB XML Standard for Orders via DDS MediaOcean for Spot TV business and for Spot TV direct business with Harris and Tribune </li></ul><ul><li>Initiative Spot Radio working with Katz Media </li></ul>
  10. 10. Mid & Small Size Agency Involvement <ul><li>Key to eBiz for Media success </li></ul><ul><li>Developing on a parallel path to the effort the AAAA is pushing with larger Media Buying Agencies </li></ul><ul><li>Working with the AAAA Small and Mid-Sized Media Directors Committee </li></ul>
  11. 11. Agency Buying Systems eBiz Activity <ul><li>DDS </li></ul><ul><li>Tens of thousands of electronic avails processed for Spot TV, Radio and Cable </li></ul><ul><li>Approximately 12 different proposal systems can send these XML electronic avails </li></ul><ul><li>NBC processed 9,500 DARE orders (1,500 local) in 2005, which included all order transactions </li></ul><ul><li>All first quarter NBC orders placed in December from GM Planworks were sent through DARE/MediaOcean </li></ul><ul><li>Over 11,000 WEB Insertion Orders (Electronic Space Reservations) processed in 2005; ability to accept,reject and comment </li></ul><ul><li>Invoice Manager now in production with eMediaTrade and testing with all other invoice hub vendors </li></ul><ul><li>ARBITRON –BUYING SOFTWARE </li></ul><ul><li>Receive invoices from any outlet or hub that is connecting to the eBiz@Arbitron hub – powered by eMediaTrade. </li></ul><ul><li>Via [email_address] , can send radio orders to an Arbitron radio station using TrafficLink </li></ul><ul><li>Via [email_address] can send TV orders to a TV rep firm using the Donovan/ MediaOcean Reppak system. </li></ul><ul><li>Via [email_address] can send TV orders to a TV station using Spot TV industry standards. </li></ul>
  12. 12. Agency Buying Systems eBiz Activity <ul><li>DATATECH SOFTWARE </li></ul><ul><li>Datatech Software Corp. and Donovan Data Systems have initiated a joint project to exchange DARE transactions over the Internet incorporating the AAAA XML transmission envelope. </li></ul><ul><li>This will allow any trading partner to conduct DARE eBusiness using robust, non-proprietary, low-cost, standards-based technology. </li></ul><ul><li>eMediaTRADE </li></ul><ul><li>eMediaTRADE is an independent, privately held hub services provider currently translating and moving invoices for cable, TV and radio as well as orders for cable. </li></ul><ul><li>In 2005, processed over $1 Billion worth of invoices for cable, TV, and radio </li></ul><ul><li>In 2005, processed over 750,000 invoices to over 800 agencies </li></ul><ul><li>eMediaTRADE is the hub services provider for Arbitron, Cox Communications, Wicks Broadcast Solutions, TelAmerica Media, CTV Media, Thompson Everett and other industry buyers and sellers. </li></ul>
  13. 13. Agency Buying Systems eBiz Activity <ul><li>MEDIAPLEX </li></ul><ul><li>Tested Print Insertion Order Transmission Proof of Concept to send I/Os based on the ADsml standard. </li></ul><ul><li>Mediaplex agencies have the ability to transmit Print I/Os using Order Valet for Print by email with full audit history. </li></ul><ul><li>Local Broadcast Orders and Revisions can be transmit to stations via email (soon to make XML available) using Order Valet, with full audit history. </li></ul><ul><li>Mediaplex has just released eMakegoods, enabling reps to send makegoods via the internet with automated input to the buy upon buyer's acceptance. </li></ul><ul><li>SPOT BUY SPOT </li></ul><ul><li>Buyer and seller side HUBs use 4A's standards and transacts over 100,000 e-orders annually </li></ul><ul><li>Includes new order, revisions, cancellations and makegoods </li></ul><ul><li>Deliver over 400,000 spot media e-invoices annually to all major agency stewardship systems partners. </li></ul><ul><li>In all media, deliver spot orders electronically from the rep or network, directly into the traffic systems. </li></ul>
  14. 14. Agency Buying Systems eBiz Activity <ul><li>STRATA </li></ul><ul><li>Compatible with all AAAA's/TVB’s XML spot order and invoice standards </li></ul><ul><li>Full connectivity to Spot Buy Spot's Order Hub with original order, full revisions and makegoods </li></ul><ul><li>Connects to all major traffic systems - send orders, read inventory and clearance levels, accept invoices and logs electronically </li></ul><ul><li>Send and receive e-orders and e-avails using XML standards in all spot Media </li></ul><ul><li>Process electronic invoices from all e-invoice providers </li></ul>
  15. 15. How to Keep Progress Going Media companies have been committed and are driving the progress. Agencies are recognizing the need to be fully committed. The next step is to integrate eBiz into the workflow as quickly as possible.
  16. 16. Specific Critical Action Items <ul><li>Stop paper invoices </li></ul><ul><ul><li>ANA, AAAA, BCFM, TVB: Call for the end to the practice of Notarizing invoices </li></ul></ul><ul><li>Program systems to accept critical information: </li></ul><ul><ul><li>Include non-airtime charges: </li></ul></ul><ul><ul><li>We will speed up reconciliation </li></ul></ul><ul><li>Workflow: mandatory Client-Product-Estimate codes on invoices </li></ul><ul><li>Transition or internally upgrade to most up-to-date system applications (e.g., DDS Invoice Mgr) </li></ul>6.   Live Reads 7.   Sports Sponsorships 8.   Multi lengths 9. Premium Pod Positions 10. Promotions 11. PSA's 1. Station web ads/banners 2. Talent fees 3.   Remote Charges 4.   Bonus Spots 5.   Billboards
  17. 17. Learnings <ul><ul><li>Where We Are Today </li></ul></ul><ul><ul><li>Next Steps </li></ul></ul>
  18. 18. Speakers <ul><li>ANA Barbara Bacci-Mirque </li></ul><ul><li>MPA/Time Inc. Anne Finn, Guy Gleysteen </li></ul><ul><li>Associated Press Paul Calouri </li></ul><ul><li>OAAA Kim Ramser </li></ul><ul><li>IAB Jeremy Fain </li></ul><ul><li>TVB Abby Auerbach </li></ul><ul><li>RAB Mary Bennett </li></ul><ul><li>CAB Chuck Thompson </li></ul><ul><li>NCC Spot Cable Ken Little </li></ul>
  19. 19. Advertisers ANA
  20. 20. Magazines
  21. 21. Where Magazines are Today <ul><li>XML Specifications Developed </li></ul><ul><ul><li>Global AdsML </li></ul></ul><ul><ul><li>IDEAlliance </li></ul></ul><ul><li>Observation: Consider broad constituents </li></ul><ul><ul><li>All Print </li></ul></ul><ul><ul><li>Retail </li></ul></ul><ul><ul><li>AdID </li></ul></ul>
  22. 22. Where Magazines are Today <ul><li>AdsML – E Insertion Orders </li></ul><ul><ul><li>G+J/Mediaplex/Vio/QuadSystems </li></ul></ul><ul><ul><li>Time Inc./Dailey LA /Mediaplex/ </li></ul></ul><ul><ul><li>Vio/QuadSystems </li></ul></ul><ul><li>Learnings reinforce value of E-Biz </li></ul><ul><ul><li>Speed </li></ul></ul><ul><ul><li>Accuracy </li></ul></ul><ul><ul><li>Savings </li></ul></ul>
  23. 23. Next Steps <ul><li>Two Opportunities for 2006 Testing: </li></ul><ul><li>DDS – “Web IO” </li></ul><ul><li>AdsML Platform </li></ul><ul><ul><li>Mediaplex </li></ul></ul>
  24. 24. Next Steps <ul><li>Organize testing with supply chain </li></ul><ul><ul><li>Advertising partners </li></ul></ul><ul><ul><li>Publishers </li></ul></ul><ul><ul><li>Technology suppliers </li></ul></ul><ul><li>Educational Programs </li></ul><ul><li>Work with AAAA on cross-media XML schema </li></ul><ul><li>Magazines well-positioned for 2006 </li></ul>
  25. 25. Newspapers
  26. 26. Where Newspapers are Today <ul><li>Limited “direct” XML management capacity </li></ul><ul><li>AdSML framework 2.0 proposed rev. 6 </li></ul><ul><ul><li>Print bookings, materials delivery; e-invoicing next </li></ul></ul><ul><li>Associated Press Web IO system </li></ul><ul><ul><li>Industry-owned & driven: NAA, AP </li></ul></ul><ul><ul><li>Web interface and XML-driven (AP XML) </li></ul></ul><ul><ul><li>Real-time two-way communication </li></ul></ul><ul><ul><li>System integration capability (data in/out) </li></ul></ul><ul><ul><li>1,100 newspaper participants </li></ul></ul>
  27. 27. <ul><li>Industry has embraced digital ad delivery </li></ul><ul><li>Industry has made a commitment to electronic insertion orders </li></ul><ul><li>E-tearsheets and e-invoicing beginning from several systems providers </li></ul><ul><li>XML standard will promote direct exchange of data between trading partners </li></ul>Where Newspapers are Today
  28. 28. Next Steps <ul><li>&quot;First-mile&quot; & &quot;last-mile&quot; integration with XML </li></ul><ul><li>The current &quot;infinitely flexible&quot; rate structure </li></ul><ul><ul><li>Manual review of rates still necessary </li></ul></ul><ul><li>Adoption of XML standards by systems vendors and their newspaper and agency clients </li></ul><ul><li>E-invoicing will further automate process </li></ul>
  29. 29. Out-of-Home
  30. 30. Where Out-of-Home is Today <ul><li>e-Business initiatives </li></ul><ul><ul><li>Web-based Proof-of-Performance </li></ul></ul><ul><ul><li>Digital Mapping </li></ul></ul><ul><ul><li>Electronic Creative Testing </li></ul></ul><ul><ul><li>Web-based Inventory Systems </li></ul></ul><ul><ul><li>Web-based Proposals </li></ul></ul><ul><ul><li>Web-based Invoicing </li></ul></ul>
  31. 31. Where Out-of-Home is Today <ul><li>eBiz for OOH Can Automate </li></ul><ul><li>Planning </li></ul><ul><ul><li>Virtual creative visualization (surround photos) </li></ul></ul><ul><ul><li>Drive-by videos </li></ul></ul><ul><ul><li>Vendor inventory </li></ul></ul><ul><li>Buying </li></ul><ul><ul><li>RFP, Proposals, Contract </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Creative tracking (Ad-ID) </li></ul></ul><ul><li>Post-buy </li></ul><ul><ul><li>Online Proof of Performance </li></ul></ul><ul><ul><li>Completion report </li></ul></ul>
  32. 32. Next Steps <ul><li>The Five Year Vision: Online Media Marketplace </li></ul><ul><li>The media planner uses online planning tool from vendors to visualize a potential buy (inventory + virtual tours) </li></ul><ul><li>The media buyer then submits an online RFP </li></ul><ul><li>Vendors respond by posting on online proposal </li></ul><ul><li>The media buyer buys the best proposal </li></ul><ul><li>Contracts are digitally signed </li></ul><ul><li>Online completion reports + PoP is automatically generated and posted </li></ul><ul><li>Ad-ID is used throughout to track creative and inventory </li></ul><ul><li>XML Web services are used to manage the electronic handshake of information over the Internet </li></ul>
  33. 33. <ul><li>Many types of OOH formats </li></ul><ul><ul><li>Concentrate on traditional forms first </li></ul></ul><ul><ul><li>Develop a plan at a later date for alternative formats </li></ul></ul><ul><li>Many different sizes of OOH Companies </li></ul><ul><li>Standardization is a concern </li></ul>Next Steps
  34. 34. Internet
  35. 35. Where Internet is Today Standard IAB Initiative Process Phase 1: Define Initiative Phase 2: Develop Plan Phase 3: Implement Initiative Phase 4: Market Initiative <ul><li>Defined Objectives </li></ul><ul><li>Market Assessment </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>User & Effectiveness Research Requirements </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Research </li></ul><ul><li>Draft Standards for Industry Review </li></ul><ul><li>Compliance Program </li></ul><ul><li>Industry Feedback </li></ul><ul><li>Final Standards </li></ul><ul><li>Adoption Program </li></ul><ul><li>Adoption Tool </li></ul>Key Participants & Timing <ul><li>IAB </li></ul><ul><li>IAB Task Force </li></ul><ul><li>IAB </li></ul><ul><li>IAB Task Force </li></ul><ul><li>IAB </li></ul><ul><li>IAB Task Force </li></ul><ul><li>AAAAs / ANA </li></ul><ul><li>IAB </li></ul><ul><li>IAB Task Force </li></ul><ul><li>AAAAs / ANA </li></ul>3 Months 6 Months 3 – 6 Months Ongoing Standards Launch Key Deliverables <ul><ul><li>Revenue Cycle: Examine business processes and issues in a holistic way, including all pieces of business </li></ul></ul>
  36. 36. Where Internet is Today <ul><li>Online Ad Measurement Guidelines </li></ul><ul><ul><li>2002 – 2003 </li></ul></ul><ul><ul><ul><li>IAB Measurement Task Force worked with ad-serving networks and the MRC to define how to count impression: client-side </li></ul></ul></ul><ul><ul><li>2003 – 2004 </li></ul></ul><ul><ul><ul><li>Multiple rounds of reviews with AAAA, industry vendors and publishers, revisions, mapping followed by public comment period </li></ul></ul></ul><ul><ul><li>Nov 2004 </li></ul></ul><ul><ul><ul><li>US and Global Guidelines Published – set the stage for auditing and certification </li></ul></ul></ul><ul><ul><li>2005 </li></ul></ul><ul><ul><ul><li>Largest publishers with proprietary ad servers (as well as select others) agreed to get Measurement Certified </li></ul></ul></ul><ul><ul><li>2006 </li></ul></ul><ul><ul><ul><li>Major proprietary ad servers, publishers to be certified </li></ul></ul></ul>
  37. 37. Next Steps <ul><li>2006 </li></ul><ul><ul><li>Continued push for Measurement Certification among all publishers and ad serving technologies </li></ul></ul><ul><ul><li>Agency and advertiser seeking compliance </li></ul></ul><ul><ul><li>Setting standards is hard work, but positive results come in market liquidity, reporting and billing efficiency and transparency </li></ul></ul>
  38. 38. Spot TV
  39. 39. Where Spot TV is Today <ul><li>TVB E-Biz Committee </li></ul><ul><ul><li>Technical Standards Task Force </li></ul></ul><ul><ul><ul><li>Schema Review Committee </li></ul></ul></ul><ul><ul><li>Business Rules Task Force </li></ul></ul><ul><ul><li>Joint TVB/AAAA Task Force </li></ul></ul><ul><li>Completed Schema & Business Rules </li></ul><ul><ul><li>Avail Request and Submission </li></ul></ul><ul><ul><li>Order </li></ul></ul><ul><ul><li>Makegood/Revision </li></ul></ul><ul><ul><li>Traffic Instructions </li></ul></ul><ul><ul><li>Invoice </li></ul></ul>
  40. 40. Where Spot TV is Today <ul><li>Electronic Ordering </li></ul><ul><ul><li>National: Agencies/Reps </li></ul></ul><ul><ul><ul><li>DARE </li></ul></ul></ul><ul><ul><ul><li>Order Xport </li></ul></ul></ul><ul><ul><li>Local: Direct-to-Station </li></ul></ul><ul><ul><ul><li>XTV Project </li></ul></ul></ul><ul><ul><ul><li>EO initiatives </li></ul></ul></ul><ul><li>Broadcasters and sales system providers keen to partner with buying systems to test EO. </li></ul>
  41. 41. Where Spot TV is Today <ul><li>Electronic Invoicing: </li></ul><ul><ul><li>100% EI capability </li></ul></ul><ul><ul><li>Station traffic systems upgraded for CPEs </li></ul></ul><ul><ul><li>Stations eager to stop paper invoices. </li></ul></ul><ul><li>Multi-Channel “Call Letters” </li></ul><ul><ul><li>Joint TVB/AAAA Task Force standardizing </li></ul></ul><ul><ul><ul><li>Digital channels, websites, VOD, etc… </li></ul></ul></ul>
  42. 42. Next Steps <ul><li>Electronic Ordering </li></ul><ul><ul><li>XML orders using open standard hub transport for broadcast and multi-platform buys </li></ul></ul><ul><ul><ul><li>Original orders…makegoods/revisions </li></ul></ul></ul><ul><li>Industry-wide Electronic Invoicing </li></ul><ul><ul><li>Move to XML </li></ul></ul><ul><ul><ul><li>CPEs, non-airtime charges, multi-platform </li></ul></ul></ul><ul><ul><li>Eliminate notarization </li></ul></ul><ul><ul><li>Eliminate paper, and paper “backup” </li></ul></ul><ul><li>Standard “call letters” for multi-channel and multi-platform offerings </li></ul>
  43. 43. Next Steps <ul><li>TVB E-Biz committees actively working on all initiatives </li></ul><ul><li>Participate in AAAA test lab </li></ul><ul><li>Ultimate Solution? </li></ul><ul><li>DEMAND! </li></ul>
  44. 44. Radio
  45. 45. Where Radio is Today <ul><li>The RAB EDI Taskforce was created in 2001. This joint initiative has had steady and consistent growth and development from all vendors and the two rep firms. </li></ul><ul><li>In the last 18 months the Radio Industry has doubled the number of electronic invoices it has been producing. Some of our vendors have seen triple digit increases. </li></ul><ul><li>Examples: </li></ul><ul><ul><li>The number of invoices processed through Radioinvoices.com, a national rep firm initiative has grown 10 fold over the past year. </li></ul></ul><ul><ul><li>They currently process about 20,000 invoices each month through this portal and that number continues to increase. </li></ul></ul>
  46. 46. Where Radio is Today <ul><li>The industry has successfully implemented electronic ordering for a number of large agencies. </li></ul><ul><li>They are using XML standard ordering schema to pass orders back and forth. </li></ul><ul><li>This is an important first step, but the invoices are not XML at this point which constrains us to invoicing straight spots only. </li></ul><ul><ul><li>This is KEY for moving forward. </li></ul></ul><ul><li>While much of the national business is converting to XML, the RAB is encouraging all vendors to implement both nationally and locally. </li></ul>
  47. 47. Next Steps <ul><li>A genuine commitment by all parties </li></ul><ul><ul><li>General adversity to change - Not only getting them to do something new, but getting them to change their business practices. </li></ul></ul><ul><li>Accommodating unique workflows at each organization </li></ul><ul><li>Coordination for development efforts to allow each system to integrate with the systems’ at the business partners’ end </li></ul><ul><ul><li>A general misunderstanding that integrated solutions are just plug and play and that development is needed </li></ul></ul><ul><li>Acceptance of paperless invoices versus duplication of workload. </li></ul>
  48. 48. National Cable
  49. 49. Where National Cable is Today <ul><li>Completed and coded schema for original order and invoice </li></ul><ul><ul><li>Mapped schema for change/revision </li></ul></ul><ul><ul><li>Business process & use cases in discussion </li></ul></ul><ul><li>Established schema change committee utilizing SourceForge </li></ul><ul><li>Determining test partners & parameters </li></ul>
  50. 50. Next Steps <ul><li>Breaking down the old barriers, stopping the status quo. </li></ul><ul><li>Stop gap measures are not the answer, they cause more issues and fragmentation. </li></ul><ul><li>Every agency must have a committed champion. </li></ul><ul><li>The time is now, the solution is here and the people in this room can make it a reality. </li></ul>
  51. 51. Spot Cable
  52. 52. Where Spot Cable is Today <ul><li>Over five years of experience in processing spot cable advertising using eBusiness technologies </li></ul><ul><li>Millions of transactions to date ranging from proposals to invoices </li></ul><ul><li>The industry is committed to 100% electronic invoicing </li></ul><ul><li>Very close and productive working relationships with all industry players </li></ul>
  53. 53. Where Spot Cable is Today <ul><li>Electronic invoice delivery </li></ul><ul><ul><li>Industry-owned system with NCC and virtually all cable system operators participating </li></ul></ul><ul><li>Electronic proposal/order delivery </li></ul><ul><ul><li>Industry standard, spotcableXML, in place since June 2003 </li></ul></ul><ul><ul><li>Trading TAM proposals with Donovan agencies since September 2003 </li></ul></ul><ul><ul><li>Delivered through Agency.Spotcable.com to Donovan, Strata, MRP SmartPlus, MediaLine, Datatech and Mediaplex </li></ul></ul>
  54. 54. Next Steps <ul><li>Many agency users not taking advantage of efficiencies </li></ul><ul><ul><li>Application system providers work together to solidify the benefits of coordinated technologies to users </li></ul></ul><ul><li>Change request complexity </li></ul><ul><ul><li>Start with simple change request messaging using transparent technology </li></ul></ul><ul><ul><li>Follow with more complicated models </li></ul></ul><ul><li>Rigid spot buying/selling systems </li></ul><ul><ul><li>Create more flexible buying/selling and verification systems to complement spot buys </li></ul></ul>
  55. 55. What Does This All Mean? <ul><li>Reinforces the need to move ahead with industry standards. </li></ul><ul><li>There has been a lot of conceptual work done, as well as implemented work. </li></ul><ul><li>We need to push harder on further industry implementation across and within media. </li></ul>
  56. 56. eBiz for Media Lab A Place to Conduct Experiments & Share Knowledge
  57. 57. The Umbrella Concept eBiz for Media Agency Trading Partner Magazines Newspapers Network TV Trading Partner’s 3 rd Party Software Provider Trading Partner A Trading Partner B Trading Partner C Trading Partner D XML Standards A B C D XML Standard Packaged Message HUB Radio Spot TV National Cable Local Cable Media Company Internet Out-of-Home Direct Response Yellow Pages
  58. 58. Why Did We Create the Lab? <ul><li>Schemas are built. </li></ul><ul><li>Let’s put them into use industry-wide. </li></ul><ul><li>We need a place to conduct tests with what has been built using live client data. </li></ul><ul><li>Then roll out into production. </li></ul>
  59. 59. Measures of Success <ul><li>Long-Term Measure: </li></ul><ul><li>Full two-way end to end electronic transactions. </li></ul><ul><li>Immediate Measure: </li></ul><ul><li>In a controlled environment, conduct a transaction with a partner, and via a hub send live client data back and forth. </li></ul><ul><li>Use Standard message formats. </li></ul><ul><li>Send, deliver and acknowledge receipt of live data between trading partners’ buying system and media sales/traffic system. </li></ul><ul><li>Not via email. </li></ul>
  60. 60. The Scope Media Buying Trading Partner Trading Partner’s Hub Media Selling Trading Partner Trading Partner’s Hub Trading Partner’s System Trading Partner’s System Data Packaged in XML Standard Data Packaged in XML Standard <ul><li>Involves predefined transactions within each media where XML Standards are completed or near completion. </li></ul><ul><li>Data must be exchanged using a web service. </li></ul><ul><li>Requires an acknowledgement of receipt of data be sent from the receiving system to the delivering system with timestamp. </li></ul><ul><li>Performance of a manual check that data being electronically transmitted is correct is conducted. </li></ul>
  61. 61. Who Can Participate? <ul><li>Any trading partner in conjunction with their software provider. </li></ul><ul><li>Any provider of Hub Services. </li></ul>
  62. 62. Your Role <ul><li>Commit to the lab. </li></ul><ul><li>Discuss with your software provider what media and transactions you would like to participate in. </li></ul><ul><li>Determine the client data you will use. </li></ul><ul><li>Commit to your client. </li></ul><ul><li>Bring technical expertise to the effort. </li></ul><ul><li>Determine validity of implementing standards. </li></ul><ul><li>Provide feedback for making a standard workable. </li></ul><ul><li>Provide technical expertise to: </li></ul><ul><ul><li>Communicate between Hubs. </li></ul></ul><ul><ul><li>Transport data from Hub to the Trading Partner system. </li></ul></ul><ul><ul><li>Define compatibility and interoperability issues. </li></ul></ul>3 RD PARTY SOFTWARE PROVIDER TRADING PARTNER HUB PROVIDER
  63. 63. What Does Testing Involve? <ul><li>Trading partners register to join the eBiz Lab: </li></ul><ul><ul><li>Determine which media you would like to focus on. </li></ul></ul><ul><ul><li>Identify transaction(s) you would like to test within the medium. </li></ul></ul><ul><ul><li>Collaborate with your media buying or media sales/traffic system software provider to review feasibility. </li></ul></ul><ul><ul><li>Determine if you have a transaction trading partner in mind you would like to test with or if you want a partner assigned. </li></ul></ul><ul><ul><li>Decide if you will need to be set up with a hub provider or if your software provider is going to be a hub provider. </li></ul></ul><ul><ul><li>Report back to www.ebizformedia.com to register yourself to be part of the Lab. </li></ul></ul>
  64. 64. Status of Business Rules & XML Schemas Legend: Business Rules Created XML Standards Created National Cable Radio Network TV Spot TV Spot Cable Magazines Newspapers Internet Out-of-Home National Local Global Defs & Headers Avail Request/ RFP Proposal Order Acknowledge Receipt of Order Revisions Invoice Invoice Confirmation Makegoods
  65. 65. What Can Be Tested in the Lab? Any of these! Legend: Business Rules Created XML Standards Created National Cable Radio Network TV Spot TV Spot Cable Magazines Newspapers Internet Out-of-Home National Local Global Defs & Headers Avail Request/ RFP Proposal Order Acknowledge Receipt of Order Revisions Invoice Invoice Confirmation Makegoods
  66. 66. When Will the Test Occur? FEBRUARY MARCH APRIL JANUARY eBiz for Media Lab Registration Opens 1/20 – 2/3 www.ebizformedia.com Individual Media Kick-Off Meetings scheduled throughout February Test Coordination & Project Plan Testing Begins Goal for completion: 3-6 months Communication Registry Requirements Definition by Medium
  67. 67. Meetings By Medium <ul><li>Pairing off of participants </li></ul><ul><li>Discussion of potential problems participants anticipate might occur in communicating </li></ul>Magazines February 2 nd 10a – 11a MPA Newspapers February 2 nd 2p - 3p Associated Press Out-of-Home Tentative: Feb 8 th 4p – 5p AAAA Interactive February 9 th 2p – 3p IAB Spot Television February 15 th 2p – 3p TVB National Cable February 15 th 10a – 11a CAB Spot Cable February 27 th 11a – 12p NCC Spot Radio February 27 th 2p – 3p Katz All-Tech Meeting TBD Follow-up Meeting Schedule
  68. 68. How Will Messages be Communicated? <ul><li>Web services must be used. </li></ul><ul><li>Lab results will be used as knowledge bank for future rollout. </li></ul><ul><li>Accuracy of data via electronic messaging will be confirmed. </li></ul>
  69. 69. The Role of the AAAA <ul><li>Coordinate partners within each media. </li></ul><ul><li>Facilitate conversations between trading partners and software vendors. </li></ul><ul><li>Project manage the tests via detailed project plans for each medium. </li></ul><ul><li>Document learnings and disseminate knowledge within the industry via www.ebizmedia.com . </li></ul><ul><li>Identify obstacles to successful transactions and recommend how to move forward. </li></ul><ul><li>Set next step goals to progress with long-term goal of 2-way electronic communication. </li></ul><ul><li>Communicate to others who want to participate later down the road how to get up and running. </li></ul>
  70. 70. Who is Committed To Joining? <ul><li>Carat </li></ul><ul><li>Horizon </li></ul><ul><li>Initiative </li></ul><ul><li>Mediacom </li></ul><ul><li>MediaEdge </li></ul><ul><li>MindShare </li></ul><ul><li>Universal McCann </li></ul><ul><li>Zenith Optimedia </li></ul>
  71. 71. Who is Committed To Joining? <ul><li>Katz Media </li></ul><ul><li>CBS </li></ul><ul><li>Time Inc. </li></ul><ul><li>NCC </li></ul><ul><li>DDS </li></ul><ul><ul><li>XML Invoice Confirmation Transaction </li></ul></ul><ul><ul><li>TVB Order V.1 XML Standard </li></ul></ul>
  72. 72. Call to Action & Next Steps <ul><li>Your Call to Action: </li></ul><ul><li>Register to participate in the eBiz for Media Lab at www.ebizformedia.com . </li></ul><ul><li>Registration will begin January 20 th . </li></ul><ul><li>Attend your meeting(s) for the media test(s) you would like to participate in. </li></ul><ul><li>Commit to participating. </li></ul><ul><li>AAAA Next Steps: </li></ul><ul><li>Webcast Presentation will be held 1/20 from 2pm-4pm EST for those unable to attend this meeting. </li></ul><ul><li>eBiz for Media Lab: </li></ul><ul><ul><li>Testing coordination </li></ul></ul><ul><ul><li>Document postings </li></ul></ul><ul><ul><li>Progress updates </li></ul></ul><ul><li>Present industry progress at AAAA Media Conference. </li></ul><ul><li>Conduct evaluation of eBiz activity: actual usage vs. what is available. </li></ul>
  73. 73. www.aaaa.org