The Digital Advertising Awards Forum, which was held for the first time in Hong Kong, was completed on August 30. The forum was initiated and convened by “Time†magazine. It mainly discussed how the advertising companies cooperated when the publishers used CtP for production. Many advertising companies are invited to send representatives to participate. Present at the forum were Candy Tam from Ogilvy & Mather, Bill Lam from JWalter Thompson, Pat Mak from M & C Saatchi, and Pat Wong from Mccann-Erickson. In addition, representatives from Bestcolor, BARCO, GretagMacbeth, Dainippon Printing and Digital Graphic Arts Network attended.
Although the forum only lasted for half a day, the scope of discussion was very broad. It involved the degree of acceptance of advertisers, technical support for color separation and printing, format standards for archives, writing systems after submission of advertisements, continuous production processes of publishing houses and advertising agencies, and printing plants. The production standards and cost sharing and other aspects. Digital submission has become the most important confirmation tool since the submission of advertisements in digital format. Therefore, participants also discussed more about digital submission. Some of them pointed out that there are not many companies offering digital copying on the market and they are of different quality. To promote comprehensive digital format advertising in the short term, it will be very laborious and costly. Another participant also pointed out that many companies that make ICC Profiles themselves lack professional expertise in printing colors. In order to achieve production intentions, they have to distort the ICC Profile to meet the pictures used in the demonstration. Therefore, at the time of demonstration, digital copying is indeed very close to printing, but when the distorted ICC profile is used in actual production, there is a considerable difference from the printed color. These factors, if not solved, will affect the confidence of advertising companies in adopting digital writing.
Finally, all participants agreed that strengthening training to allow employees to have more digital knowledge is the basic premise for the implementation of digital advertising. At the same time, it is hoped that more activities will be organized.
Although the forum only lasted for half a day, the scope of discussion was very broad. It involved the degree of acceptance of advertisers, technical support for color separation and printing, format standards for archives, writing systems after submission of advertisements, continuous production processes of publishing houses and advertising agencies, and printing plants. The production standards and cost sharing and other aspects. Digital submission has become the most important confirmation tool since the submission of advertisements in digital format. Therefore, participants also discussed more about digital submission. Some of them pointed out that there are not many companies offering digital copying on the market and they are of different quality. To promote comprehensive digital format advertising in the short term, it will be very laborious and costly. Another participant also pointed out that many companies that make ICC Profiles themselves lack professional expertise in printing colors. In order to achieve production intentions, they have to distort the ICC Profile to meet the pictures used in the demonstration. Therefore, at the time of demonstration, digital copying is indeed very close to printing, but when the distorted ICC profile is used in actual production, there is a considerable difference from the printed color. These factors, if not solved, will affect the confidence of advertising companies in adopting digital writing.
Finally, all participants agreed that strengthening training to allow employees to have more digital knowledge is the basic premise for the implementation of digital advertising. At the same time, it is hoped that more activities will be organized.
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