VideoWeek: 煩雑なワークフローがビデオ広告キャンペーンを遅らせている
Cape.io (ピーチ) は VideoWeek と協力して、テレビ広告とビデオ広告で働く人々の日常の経験を調査するためのアンケートを実施しました。
これは元々Peachウェブサイトに掲載されていました。詳細については PeachからCape.ioへのブランド変更をご覧ください。
プログラマティックトレーディングの成長により、広告の売買が主に自動化されるようになり、大規模なクリエイティブプロセスを自動化することも可能になっています。
しかし、広告が作成された後、ビデオファイルを管理し、クリエイティブエージェンシー、メディアエージェンシー、出版社/放送局の間で転送する一見単純な作業は、業界の多くの人々にとって依然として大きな厄介なことであり、非常に手動で時間がかかり、エラーが発生しやすいプロセスとして続いています。
VideoWeek Pulseは、クリエイティブアセット管理に関するエージェンシー、出版社、放送局101社を対象に調査を実施しました。
変更することは貴重な時間を費やす
エージェンシーと出版社の両方が、クリエイティブ作品に変更を加える単純な行動が、クリエイティブ配信のプロセスの初めにリセットされると報告しました。
たとえば、出版社がメディアエージェンシーとやり取りしている場合、ファイルが機能しない場合、メディアエージェンシーに伝える必要があり、それからクリエイティブエージェンシーに戻り、クリエイティブエージェンシーはメディアエージェンシーに新しいバージョンのファイルを返し、それから出版社に戻す必要があります。すべては関与する人々の応答時間と利用可能性に依存しています。
少なくとも63％の出版社と51％のエージェンシーが、クリエイティブ作品に変更を加えることが配信プロセス全体を始めにリセットすると語りました。
ファイル転送は問題として続いている
ビデオファイルのアップロード、ダウンロード、または視聴といった基本的なタスクでさえ、一般的な技術的障害に悩まされ、エージェンシーと出版社の両方に小さなフラストレーションと遅延を追加しています。
出版社の37％が、週に数回ビデオファイルのダウンロードや視聴に問題があると報告しており、エージェンシーの27％がこれらの問題を週に数回抱えていると報告しています。
効率の悪い配信が頻繁な遅延を引き起こす
クリエイティブの効率の悪い配信が出版社のキャンペーンに頻繁な遅延を引き起こし、収益に波及効果をもたらしています。出版社の42％が、『週に数回』クリエイティブの受け取りに遅れを経験していると言っています。
品質の悪い配信が最も一般的な問題
エージェンシーと出版社の両方で、回答者の35％が、デジタルビデオ広告配信での最も頻度の高い問題は品質の悪い配信であると言っています。アセットが配信されず、再送する必要があるという問題も一般的で、出版社の35％、エージェンシーの29％がそれが最大の厄介だと言っています。
注: この記事は 5月5日にVideoWeekに元々掲載されました。
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
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It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
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ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
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You're about to spend $500K on an AI initiative. You've got 3 options on the table, and they'll lead you to wildly different places. Pick wrong, and you're rebuilding in 18 months. Pick right, and you'll have a system that scales, costs less to maintain, and actually does what executives promised.
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Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
2026/04/23
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You're about to spend $500K on an AI initiative. You've got 3 options on the table, and they'll lead you to wildly different places. Pick wrong, and you're rebuilding in 18 months. Pick right, and you'll have a system that scales, costs less to maintain, and actually does what executives promised.
The choice is between wrapping existing AI models, building custom AI solutions from scratch, or going agentic. Most teams don't understand the real trade-offs until they're locked into the wrong one.
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As Channel 4’s closed-captioning mandate came into effect in March 2026, Cape.io partnered with Virgin Media Television, Omnicom Media Group and VoiceBox to deliver a truly accessible ad break during the Guinness Men’s Six Nations. More than ad compliance, this moment proved that accessibility can operate at the highest level of live sports broadcasting.
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As ad compliance requirements tighten across the UK and Europe, closed captioning has evolved from an accessibility checkbox to a strategic necessity. Whether you're managing CTV campaigns or social media creative, automated ad testing for caption quality is no longer optional - it's fundamental to reaching today's fragmented, multi-screen audiences.
The advertising landscape is facing a seismic shift. By March 1, Channel 4 will become the first UK broadcaster to mandate closed captions across all advertising - including linear TV, streaming, and sponsorships.
The mandate is a redefined standard for global inclusivity. Here is everything you need to know about the new mandate and how to stay ahead of the curve.
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Scaling global marketing without losing local relevance requires more than brand guidelines and templates - it requires a creative automation platform designed for both global control and local flexibility. Most systems optimize for standardization, but scaling ad creative production across markets demands architecture that enables creative variation and adaptation by local experts without fragmenting brand governance.
Many global advertisers are chasing the same ideal: scale without losing relevance.
Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。