00Lead TimesA guide to best practiceIAB Standards Taskforce, Autumn 2004

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Delivering creative assets on time helps your campaign launch on time.

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The importance of Lead Times:

• Delivering creative assets on time helps your campaign launch on time.

• Online assets are software that needs to be tested before they can run.

• Online campaigns require extensive scheduling and ‘tagging’ which takes time to implement and more time to test.

• Only by approaching the workflow and scheduling of campaigns with these timescale in mind can agencies and media owners confidently plan timely launches.

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Changing the culture

• We need to change the culture of ad operations

• We need to be more disciplined throughout the supply chain

• We need to communicate this to all parties• We need to communicate this to our

internal teams

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Communicating the message

• Keep the rules simple: 3 days for simple, 5 days for special formats

• Ensure your team are fully briefed: sales, traffic, ad operations

• If creative arrives late, remind the agency directly, and every time

• Include a link to the IAB standards on IABuk.net

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Key steps to timely launches

0 days to launch: Campaign launch

2 days to launch: Loading scheduling tags (and checking)2 days to launch : Loading third party counting tags (and checking)3 days to launch : Time for further technical development work if

needed (and checking / this period could be much longer for complex software)

3 days to launch : Campaign creative testing4 days to launch : Creative assets delivered to media owner

Average is 4 days (3 for simple artwork and 5 for complex)

5 days to launch : Creative assets completed to agreed specification by agency or third party provider

Allow adequate time: Creative assets signed off by clientAllow adequate time: Final changes to creative, interim creative

development, revisions, further development and if required then technical testing

Allow adequate time: Creative briefing Booking Stage: Specs agreed with media owners

For complex campaigns with elements including advertorials, rich media or extensive third party research, media owners may want to agree a schedule of deliverables (covering assets and tagging etc) with agency and client up front.

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Keep in mind further stepsA note about third-party specialists….

With online ads often scheduled by third-parties, the process of delivering tags and creative assets can be even more extensive.

These companies may require additional time in the final days before launch to complete their part of the scheduling

Similarly, complex counting procedures, multi-national campaigns and campaigns that include research surveys may also require further time.

The IAB strongly advises all companies concerned to plan these elements into their delivery schedules and agree a revised set of deadlines well in advance of the campaign.

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National differences

• Campaigns beyond the UK require additional attention

• Remember that timezones impact on close-of-business times

• Remember that working hours may also be different by country

• Remember that pan-European scheduling may demand support of third party agencies