The IMD Cloud platform has been fully rolled
out internationally and is believed to be the fastest TV and video ad
distribution service in the world. Clients can now deliver to around 14,000 TV
stations globally. Group IMD’s proprietary technology enables clients to
quality check commercials and deliver to stations immediately (IMD Cloud’s
unique ‘Immediate’ service reaches stations in as fast as just a few minutes).
“It’s
not just about being able to deliver content quickly” explains
Aleyna Le Fevre at adam&eveDDB creative agency.“By changing the ad
delivery process, new creative ideas and advertising opportunities become
possible. Our client, Waitrose, wanted to show the ‘live’ welfare conditions of
their livestock, so we decided to shoot and air the very same day, on a
Saturday and Sunday. Whilst this is possible online, there are barriers with
TV. Thanks to IMD Cloud’s 24 hour service and Immediate delivery, we were able
to shoot, distribute and air the same day. We believe it’s an industry first
and were very excited to be a part of it.”
The
speed of IMD Cloud is already enabling retail and betting clients to change
price points and odds quickly to be more timely and relevant on TV. This new
technology has enabled Group IMD to welcome over 400 new clients from around
the world in the first half of 2016, including advertisers such as Johnson
& Johnson, Paramount and Coca Cola. At its peak, IMD Cloud has delivered
over 8,000 ads in a single day. Ad delivery is the ‘last mile’ after large creative
and media budgets have been committed, so it’s important for agencies and
advertisers to know their ad delivery system is resilient.
Ashley
Botten, Group Sales Director, said: “Creative
agencies, media buyers, post production, advertisers and media owners now
benefit from working together in a single platform, making video advertising
distribution easier, more transparent and faster than ever”.
Simon
Cox, CEO, commented “IMD Cloud
was built from the ground up rather than developing legacy systems or using third
party components. This strategy has facilitated the speed and scalability of
IMD Cloud and enables configuration to satisfy the unique needs of every
market. Clients can now upload a single file format into IMD Cloud and watch it
automatically convert and deliver to stations around the world. We listen to
our clients and we release product updates nearly every day and we are
delighted that we are making a real difference - the feedback has been fantastic.”
Group
IMD is a UK company that has grown into over 30 markets and services over 100
globally. Much of the company’s growth has been driven by international
expansion and investment in leading technology for clients worldwide. As
Digital and TV converge, IMD Cloud is already integrating with more and more
digital platforms, including social media, programmatic advertising,
monitoring, asset management and other systems already used by advertisers and
agencies, as a single solution for linear TV and digital media.
Automating
advertising workflows and connecting everyone allows advertisers to not only
deliver content quickly, but to subsequently access, repurpose, quality check
and move it to other media destinations. This is an important step in a future
that looks increasingly programmatic.