This article covers the requirements specific to delivering TV (linear) and CTV/BVOD ads to the UK and Republic of Ireland (ROI): clearance, advertising codes, Clock Numbers, broadcaster instructions, lead times, specs, accessibility and music.
For a step-by-step guide on how to create a campaign in Cape Advanced TV, see How to create a new Campaign.
UK & Ireland checklist
1. Timings
To run ads on TV you will need to set yourself up with clearance bodies and CARIA well in advance of airtime. Give yourself a minimum of 5 weeks to ensure you don’t miss airtime.
2. Clearance
Media plans that include activity for the UK and ROI require that you manage clearance through the appropriate mandatory bodies.
- UK ads are approved by Clearcast.
- ROI ads are cleared according to the channels they air on: RTE and/or Virgin Media (VMS) for Irish channels, and Clearcast for UK-owned channels airing in Ireland – even if you are only airing in ROI.
3. Advertising codes
Your ads will need to follow the UK Advertising Codes, the rules for advertisers, agencies and media owners set by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Read more…
The ROI codes are enforced and published by the Advertising Standards Authority for Ireland. Read more…
4. Delivering ads
Broadcasters require CTV and linear ad delivery to be processed via an approved partner, like Cape.io. Set up an account by registering with us. To create your campaign, follow How to create a new Campaign. There’s also a set-up video.
5. Format requirements
Cape Advanced TV is designed to make your life easier: upload just one XDCAM file using the Cape Advanced TV UK/ROI specs, and we will sort out all the necessary transcodes and layout requirements for broadcasters.
Your ad will need to include a ‘slate’ (a section showing information at the beginning of the ad). Get more information on how to create a slate…
If you require the upload to be AVC Intra or ProRes, let us know and we can make the adjustment.
6. Clock Numbers
Each ad must have a unique ID which, in the UK, is called a Clock Number. For more information on how the ID is generated and the naming convention, see What is a Clock Number?
We guarantee that your ads will be held by the broadcaster for 3 months. After this time, you may need to resupply the ad if there are new bookings for it.
7. Broadcaster instructions
UK linear and BVOD destinations require ‘instructions’ (information including the date and time an ad should be shown and whether it has been cleared). These are sent via CARIA.
For ROI, the preferred method to send campaign instructions is also CARIA, although you can send them to RTE and VMS directly.
8. Broadcaster lead times
Most broadcasters can accept ads two full working days before the airdate, but there are exceptions:
- Public holidays affect deadlines – check with our team for details
- Sky AdSmart needs 7 working days
- BVOD ads need 5 working days
- Finecast needs 10 working days
9. Inclusive advertising
The UK is committed to accessible advertising. We recommend you subtitle your ad for people who are deaf or hard of hearing and, where broadcasters support it, include audio description for people who are blind or partially sighted.
For more on why you should make your advertising inclusive, read this guidance for marketers from ISBA.
10. Music
If you use music in your ads, you will need details such as the library track, performer and publisher to obtain clearance (see ‘Clearance’ above). Music details must be included on Irish rotation instructions.
Cape Managed Services: streamline delivery and clearance
All of the above can also be managed by our Cape Managed Services team.
Cape Managed Services supports agencies and advertisers across the globe to make sure ads are fully compliant and delivered to the correct destinations. With a wealth of knowledge, we are your go-to when it comes to getting ads to the right place, at the right time and in the right format. If you are interested, contact us.
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