Plugging into Clearcast: How ReMake is Applying New Versioning Processes to Traditional Ad Clearance
Everyone in the industry knows Clearcast, and soon enough, the same will be said for content versioning platform, ReMake. Having disrupted social and digital, the ground-breaking technology brand now turns its attention to broadcasting and Connected TV (CTV), partnering with the ad clearance organisation to streamline existing processes.
By building a QC-approved ad delivery path to Peach and Extreme Reach, ReMake has proven its ability to deliver broadcast-ready targeted ads at scale so the natural next step for the versioning platform was to approach Clearcast next. The collaboration sees ReMake become the first technology brand to work directly with the UK commercial broadcasting giant, a long-standing gatekeeper of the TV ad supply chain.
Here, LBB is joined by Mike Cowler, chief technical officer at ReMake, and Clearcast commercial and operations director, David Joel, to talk about how ReMake plans to smooth the workflow in order to ensure high quality content is compliant for all appropriate platforms, in this first-of-its-kind collaboration.
LBB> Mike, tell us a bit about how ReMake first became acquainted with Clearcast?
Mike> I contacted David in light of the launch of Clearcast’s own delivery service. With the growth of Connected TV players that all major UK broadcasters now support, Clearcast has the ability to offer more digital-esque programmatic and targeted advertising products. The knock on effect of this is a demand for more tailored content, which is exactly what ReMake excels at. However, broadcasters are bound by the BCAP (Broadcast Code of Advertising and Promotion) and this blurs when it comes to CTV. In my talks with David we discussed building a pipeline for the fast and accurate copy clearance of targeted campaigns as well as how to automate and define a way of clearing a large group of ads that are tied to one campaign very quickly, in order to provide a new product to broadcasters.
LBB> ReMake is the first creative automation tech company to offer advertisers direct delivery into Clearcast's new delivery platform. What does a collaboration like this mean for the industry?
David> ReMake are at the vanguard of making dynamic ads clearable. Working closely with ReMake to develop opportunities into deeper integration in clearance processes for the industry will enable Clearcast to expand clearance services into this developing market, giving advertisers the trusted environment currently experienced with linear TV.
Mike> All the tech is there, programmatic wise, waiting to be used. The problems arise (in the UK) when the big broadcasters are cautious to go full steam ahead on targeted ads because they still need clearance from Clearcast. Broadcasters want to keep brands safe and exclusive, including their online terms. By working closely with Clearcast and other industry partners, integration will develop the trust and transparency necessary to streamline the process of clearing ads at scale.
LBB> David, why is ReMake the right company to collaborate with to solve this problem?
David> First and foremost, Clearcast's mission is to safely get ads to air. We want to extend our capabilities into the fast growing area of programmatic TV, so we were keen to work with ReMake who's fully formed customers are already delivering ad content to develop the process, to support the expansion of programmatic and dynamic advertising in the industry.
LBB> Mike, what steps did you take to ensure smooth workflow with Clearcast?
Mike> We worked hard to ensure we understood their goals and their tech. ReMake is geared to integrate into established industry operations whilst bringing higher levels of automation.
LBB> How do ReMake’s versioning solutions benefit the greater industry?
Mike> An increase in productivity is up there and the cost effectiveness removes cost restrictions on producing more granularity in ad creation that audience targeting can take advantage of. The efficiencies in both time and cost will open up opportunities for advertisers eager to take advantage of programmatic in TV and CTV.
LBB> How will ReMake streamline existing processes?
Mike> We are proposing a ‘trusted partner’ supply chain that works with Clearcast’s new technology to create a semi automated workflow that works within an agreed framework for advertisers and creators. The automation streamlines the process of clearing multiple ads by being able to declare all variants specific changes that are then compared through Ad Signal’s image analysis tools to confirm.
LBB> How does ReMake save companies like Clearcast time and resources?
Mike> By building a trusted partner workflow where systems talk to one another a lot of the admin can be removed from the copy clearance process and humans only need to get involved by exception rather than continuously reviewing every piece of content.
LBB> Why does now feel like the right time for ReMake and Clearcast to be working together?
Mike> The demand from advertisers is there, the tech to deliver cleared creative for programmatic has been established, so now it’s about getting the industry together to join the dots.
LBB> The DPP Leaders Briefing is coming up – what are you most looking forward to about this event?
David> It’s a great round up of the year and a barometer of what is in store for the year ahead.
Mike> ReMake is making an appearance, we will be at the Start Up Zone and we want to listen to people’s views on how creative automation can be part of the content creation pipeline. I’m also looking forward to hearing talks from those in advertising and CTV programmatic.
LBB> What excites you both most about the future of CTV?
David> Delivering the same level of trust to CTV that Linear TV can and delivering advertisers a great combination of programmatic and premium safety.
Mike> The combination of TV and programmatic has so much potential and ensuring high standards will make it a very powerful medium in the campaign plan. It also can be very accessible to a broader range of advertisers to fit all budgets.
LBB> Can you tell me a bit more about the growing interest you have seen from Ad Signal and Finecast since you approached Clearcast? How do you plan to revolutionise these services?
Mike> Since starting our work with Clearcast, other vendors, broadcasters and CTV platforms have become more interested in the potential for CTV programmatic. The technology is there but advertisers are being held back by outdated processes and procedures. The solution is simple: offloading the time consuming basic processes to automation. In Clearcast’s case, automation frees up time which can then be focused on the core of the copy clearance process – the master commercial. It only takes a few key stakeholders to agree on an end-to-end framework and a lot can be achieved, opening up CTV in the UK to true programmatic digital buying!
