[ Challenge ] In the US, the Gracenote ID is a requirement if you want your content on major platforms. This is how they sort through their content, fuel guides, search, and recommendations. For those who’ve never heard of Gracenote, it can be a couple of steps to bring them to the understanding that it is content metadata, and all the power that it brings.

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[ Objectives ] Get international content distributors who have complex content distribution and discoverability challenges to understand that Gracenote can solve those challenges by bringing awareness that Gracenote is the only name you need to know in content metadata, then educating them about the Gracenote ID.

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[ Approach ] 

“Make it simple. Make it memorable. Make it inviting to look at." – Leo Burnett 

 

For static ads, we make metadata the focus within each content type, by substituting what the metadata would be (i.e. the subject), for a metadata tag. The headlines will infer the quality of Gracenote metadata. 

 

For video ads, since we have more time to encapsulate exactly what we’re talking about, we illustrate how Gracenote populates the content with metadata.