Television advertising workflow
TV advertising delivery describes the process of getting an ad to air on television. The workflow usually involves the advertisers, creative agencies, post-production houses, media agencies, advertising delivery specialists & broadcasters. With global advertising spend more than doubling its growth rate from 2.6% to 5.7% from 2013 to 2014, and with a study by ZenithOptimedia finding that TV advertising still accounts for 39.6% of adspend in 2014, television advertising and its workflow is a thriving and growing industry. Even with the increase of online streaming and Video on Demand, 86% of TV programs in the UK are still watched on television in 2015. Developments The rise of digital delivery In recent years, the use of tapes in global ad delivery has been dwindling, with most deliveries now being file-based or cloud-based. Large creative agencies & post houses such as Framestore, MPC, The Mill & Envy have spoken about how they have invested in digital workflows to accommodate this progress: In 2007, Sky (then known as BSkyB) which is the UK's largest pay TV service, was accepting 80% of its advertising intake digitally. Simon Cox, the CEO of IMD (Independent Media Distribution, an advertising delivery company) predicted the move to complete