Three Steps to Evolving the Talent Rights Playbook for Digital
By Extreme Reach |
Talent rights are already an important part of managing and trafficking ads, but they’re becoming even more important to monitor in today’s fast-moving digital environment. Managing talent rights was once a TV-centric job, something that could safely be left to your agency’s talent manager or business affairs team. Unfortunately, as digital advertising has evolved, talent rights have not kept up with the changes, with potentially painful and costly consequences for you and your client.
Non-compliant ads online can set your agency up for potential legal trouble, millions of dollars in fines and unexpected talent costs. Given the potential dangers of running ads online without proper rights, here are three ways those of us in the industry can ensure we don’t run into trouble:
By extension, if it’s hard to keep track of where the ad is running, that means it’s even harder to know if your agency made talent payments for that specific medium and timeframe. Assume any given piece of creative will be running across multiple screens and devices until you hear otherwise, and make sure your talent teams negotiate and compensate for necessary online rights accordingly.
With these sorts of slip-ups becoming more common, you need to develop a workflow and communication process to prevent it. Work with your peers at partner agencies to develop a process in advance that confirms talent rights for any adapted creative.
Interested in a solution that takes the guesswork out of managing compliance? Our TRUST Tag™ enables automatic tracking of video creative and reports back in real-time. Plus, it’s free!