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AdMonsters hosts online technical forum on implementing late creative policy

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Edward Barrera  |

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AdMonsters hosts online technical forum on implementing late creative policy

ADOTAS — AdMonsters will host an online technical forum to discuss best practices of implementing, managing and enforcing a successful late creative policy on April 23 from 11 AM EST/4 PM GMT.

So called “late creative” is a major problem in the execution and delivery of online advertising campaigns and arises when media or creative agencies deliver advertising assets–Flash files, rich media, or video–past the deadline laid out in a media owner’s terms and conditions, usually between three and five days before a campaign is to begin. This window allows media owners sufficient time to check that creative works correctly on the areas of the site on which it is scheduled to run, links are correctly defined in the creative, and that all tags and other embedded assets function properly.

In March 2006, IAB UK and AOP UK jointly published a set of guidelines for media owners and agencies to follow to help alleviate the problem. These guidelines can be found online and state:

Creative, correct to publishers’ specifications, should be delivered to the media owner within the standard IAB guidelines of three to five working days depending on format or to publisher specific guidelines. The industry bodies have agreed that charges will be made for creative received after 12.00 on the day before the campaign start date.

Charges will be at the publisher’s discretion and could take the form of:
• Fixed charge and/or
• Full cost of campaign invoiced with impressions pro rated down for each day creative is not live

Online technical forum will be recorded live including a question & answer segment. This recording will be made available on demand on the AdMonsters website after the event.

Further event information and registration is located here.

Tags: AdMonsters and creative-practices

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