Over the next few weeks, the trade bodies will prioritize the needs of each working group and develop an action plan, said Harold Geller, chief growth officer for Ad-ID, a joint venture of the ANA and 4As.
The most pressing issue, Geller said, is creating consistent quality and presentation of ads across platforms. Because audio is a big consideration, organizations like the Society of Cable Telecommunications Engineers and the broadcast/audio post-production trade group AICE are involved.
Although regulations like the federal Commercial Advertisement Loudness Mitigation rules require TV commercials have the same average volume as the programs they accompany, that does not apply to all platforms, Geller said.
“There needs to be consistency to the audio levels between ads and the content,” he added. “The lack of this kind of standardization negatively impacts the consumer’s viewing experience.”
Getting audio right is critical, agreed Gombert, especially since it’s easy to overlook the technical requirements to produce a quality-sounding video.
“If someone is encoding a file and it’s going to an OTT device that supports Dolby Digital 5.1, but they assumed the file was stereo, it won’t sound that great,” Gombert explained. “These are all things the groups are discussing, since it’s super critical that many practices in the traditional media side be pulled into digital.”