This year, brands and agencies will pay close to $100 million in penalties and late fees for Talent & Rights violations related to commercial spots. That’s up from $75 million in 2015. For marketers, it’s an unfortunate but understandable trend. Managing the contracts for performers and musicians in commercials depends on knowing exactly where and when ads play in order to be in good standing with the terms of the contracts. When ads were contained to the TV set, it was easy. But digital brought that simplicity to an end. With AdBridge™, marketers get it back—and a lot of peace of mind in the process.
Growing Complexity Means Increased Risk
Marketers can rejoice in all the new ways, shapes, sizes and screens available for telling brand stories in innovative, engaging ways, but the flip side of all that choice and opportunity is increased complexity in managing the Talent & Rights piece of creative asset management. And that growth in complexity is clearly reflected in the sharp rise in penalty costs over the last three years.
Keeping track of which ads played where and how much the actors and musicians featured in them are owed when about half of all video ads are digital, and automated buying and selling of ads has gained force, is beyond what is humanly possible. And that’s kind of the point. Tracking the Talent & Rights requirements associated with each and every creative asset shouldn’t be left to manual, error-prone processes or fragmented workflows. Especially when the solution already exists.
When Interrelated Functions Live Together Marketers Breathe Easier
AdBridge integrates Talent & Rights management (for both union and non-union performers) into the same platform that manages TV delivery and video ad serving—which means all of those important details are linked to the ad wherever it plays. And in our video everywhere world, it’s more important than ever for marketers to have full visibility and control over when ads start appearing and when they need to stop.
Trusting all of this to a point solution that operates separately from TV distribution and ad serving just seems outdated and risky. Probably because it is.