Extreme Reach has released a new e-Book, “Video Ad Streaming: A Simple Change that Will Set a New Industry Standard,” highlighting the inefficiencies of current cross-screen video ad fulfillment and urging a modern approach with ad creative centrally managed and accessible.  

The e-Book identifies the core problem of siloed TV and video workflows, which result in TV ads that are widely used online to be duplicated and re-formatted repeatedly. All of this causes major delays in getting the right ad to the right place at the right time.

The problem is exacerbated by the fact that expensive TV ad creative is still widely used online and is being run in more and more places due to the fragmentation of viewing across apps, services and devices. With increasingly complex media plans, ads must be activated in numerous places at once. While TV has long since figured out how to get the right as to the right place at the right time, the e-Book argues that the process is completely broken in online.

The consequences include lower ad quality, frequent format errors, delayed campaign start times, reduced collaboration, compromised talent & rights management and inability to make creative changes. All of these ultimately reduce the campaign’s impact and ROI.

The e-Book asserts that a “centralized, quality-controlled, permission-based source” for all creative assets to stream from would resolve these issues. Ads would each have a distinct URL, so that files would never be duplicated and stored locally. Because Extreme Reach already acts as a central repository for the majority of TV ads and usage rights, the company is positioning itself as well-placed to manage online access as well.

The e-Book is part of a broader campaign to build industry awareness that includes an open letter to the video ad industry by company CEO John Roland, a series of video ads and social/web promotion.

The e-Book can be downloaded here.