||Ad Council Pushes Digital Delivery with New Site
The Ad Council launched its new digital platform for delivery of public service announcements this week, providing one-stop shopping for spots across a range of media.
The new PSA Central site will help the council more effectively deliver content for its 50 national campaigns representing a billion and a half dollars in donated time and space, the council says.
"I think the ease of operation will be great," said Council president Peggy Conlon. "So many of our media partners are looking for PSAs for multiple platforms, including Web, digital and mobile inventory."
Currently, the council's PSAs are delivered via a blend of physical and online delivery, she said, with some 25% of TV stations having chosen online only. She said she was looking to drive that number higher.
Conlon said all her partners have to do is "create a profile and when they come back they will be served up the content for the multiple platforms they support. This is a one-stop shopping and a robust, leading edge technology. I think this will drive the adoption of digital-only delivery."
The site will allow users to search by media type, file format, issue, target audience and more. It also includes a "cart" feature -- think Amazon -- for ordering PSAs that will remember user profiles. In fact, the platform is from Amazon Cloud Services and Akamai Content Delivery.
The Council provided attendees at the National Association of Broadcasters Show in Las Vegas a chance to demo the site. It has also produced a video to walk them through the process.
"The search function is incredible," said Karen Koch, promotion manager, KRIV/KTXH Houston and an avowed fan of the new site. "It lets me fine-tune the parameters so I can find exactly what I need as quickly as possible," she said. "Everything about their new website is designed with the end user in mind."
The Ad Council services more than 33,000 media outlets nationwide. Its campaigns have included the iconic "A Mind Is a Terrible Thing to Waste," "Only You Can Prevent Forest Fires" and World War II's "Loose Lips Sink Ships."
(Source: Broadcasting & Cable, 05/20/13)