how to improve your video campaigns with DAM

how to improve your
video campaigns with DAM
The Increasing Role of Online Video
Did you catch a hot new documentary streaming on
NetFlix last night? Are your kids grooving to the latest
Katy Perry video on YouTube in their bedrooms? If so,
you’re not alone.
According to comScore, a leading provider of digital
business analytics, Americans today are watching more
online video than ever. That ability to access video
at any time, and from nearly any device creates an
environment of unlimited opportunity for marketers and
other content providers, but at the same time presents
significant challenges to be overcome on the back end.
Faster Internet connections and state-of-the-art
hardware have contributed greatly to the video format
becoming almost ubiquitous in marketing. A 2012 B2B
LinkedIn marketing survey conducted by EG Innovations
indicates that over 46% of marketing managers use
videos as one of their top five content strategies to drive
thought leadership, brand awareness, and gain new customers. Digital technology has reduced the barriers to
creating video content cost-effectively, and the volume
of both user-generated video and content published by
businesses has increased dramatically.
Because of the increase in distribution channels and
the now-affordable production costs, many brands face
daunting challenges in storing, managing, and distributing online videos.
Storage & Management Challenges
Online video (especially HD) typically requires, on average, four to ten times more storage space than static
images.
Storage architectures that support high-performance
transactional applications are not always a good fit for
new video applications.
Distribution
Online video requires significantly more bandwidth to
distribute than other media.
Online video cannot be delivered in a standardized format; it must be accessible to viewers worldwide, using a
variety of video playback formats.
Fast Facts:
Online Video In 2011:
• There were more than 100 million online video viewers per day
in the US alone
• Videos viewed per month
reached 43.5 million
• Videos per viewer rose from 175
to 239 per month
• The average per-video viewing
time increased from 5 minutes to
5.8 minutes
Source: comScore
Managing Video Workflow
When outside agencies work with brands to deliver
campaign video assets, crisp, proven processes for review, approval, and delivery are key to success. Things
become complex, however, when processes become
bogged down due to multi-tiered approval requirements.
In the past, gathering feedback from multiple levels of
reviewers and ensuring that revisions were implemented correctly was a time-consuming, manual process.
Agencies hired dedicated Traffic Managers to coordinate all the moving parts of a video review. And above
and beyond the internal subject matter expert (SME)
reviews, there was also usually a corporate legal review
that was performed after all stakeholders had signed
off on the campaign video.
And then, once the video content was finalized, it had
to be archived so that users could search for and access
video files in order to re-purpose them for use in later
campaigns.
You can imagine how long all this used to take.
But now that we have advanced technologies developed specifically to automate the review, approval, and
delivery of video assets, the industry has been transformed. With the advent of digital asset management
(DAM), managing rich media resources has become
dramatically faster and more efficient. In particular,
brand assets that comprise the video campaigns such
as logo, images, and artwork can be shared and reviewed across departments, freelancers, stakeholders,
agency producers and creative from anywhere, anytime. This collaboration enables vast savings in terms
of time-to-market and production costs.
The Impact of Video
• Online video is the fastest growing ad format in 2012, with nearly
55% growth
• Mobile and tablet shoppers are
three times as likely to view a
video as laptop or desktop users
• Online video now accounts for
50% of all mobile traffic
• Video in email marketing has
been shown to increase clickthrough rates by over 96%.
Source invodo.com
Manage High Volumes of Video
While Controlling Costs
The increase in the use of online video means that storage, management, and distribution will be key to the
successful utilization of your assets. You need a featurerich, scalable system to help you easily and efficiently
share, manage, and control your video assets.
Today, more and more organizations are moving toward
using DAM for video management. DAM systems
provide a centralized location in which content publishers can efficiently store, manage, and distribute high
volumes of video files.
Advanced video DAM solutions provide management,
distribution, centralization, automation, workflow
optimization, and virtual collaboration of rich media
files—all through intuitive, user-friendly, browser-based
interfaces. They also enable a broad range of workflows,
including a video post-production archive. Video DAM
will help you:
•
•
•
•
•
•
•
•
Speed time-to-market
Reduce costs
Measure media ROI
Create new revenue streams
Eliminate repetitive tasks
Automate processes
Increase asset value
Enable global brand consistency
Evaluating DAM Systems
Develop a taste for the different flavors of DAM - Companies
must carefully evaluate solutions
and ensure alignment with asset
management strategies. Failure to
do so can have serious consequences — extended timelines,
failure to achieve optimal benefits
and extended budgets.
Apply rich-media-specific business
rules - If a metadata schema is not
defined and enforced, no solution
will be successful.
Make rich media metadata
management a religion - Taxonomies and metadata are critical
components for ensuring content
is easy to locate. No matter how
sophisticated the solution, if users
can’t find its contents, the value is
limited.
Source: Forrester, 2011
Power Your Search and Archive
Search results are founded on
great metadata usage. This means
that assets are always found on
a centralized server (onsite or
cloud-based), and are not housed
in silos on individual desktops
prone to be the wrong version and
not backed-up for disaster recovery.
Timely archival procedures can be
automated so only work in progress
and active campaigns are found in
production.
The Role of DAM in Video Management
Advertising, commercial printing, publishing, and
corporate marketing organizations must be able to access, repurpose, and deliver video content both quickly
and securely across a variety of platforms. And the
24/7 nature of the Internet dictates that they be able
to retrieve and use these video assets anytime, and
from any location—with better control of workflow and
overhead.
DAM systems make video content easily available for
utilization by authorized users, including internal corporate users and third parties, such as external partners
and the media. Software as a service (SaaS) DAM systems enable the delivery of online video to large-scale
audiences without making a negative impact on IT
infrastructure. They can be configured to automatically
convert video files into a wide variety of formats and
channels as needed, while maintaining strict control of
key brand elements such as logos, images, and typography.
Video: The Word on the
Street
Business decision makers LOVE online
video because it gives them the most
amount of information in the shortest
amount of time.
– Robert Weiss,
MultiVision Digital
The sheer cost of video production has
come down to a point where there are
no barriers to entry
– Joe Pulizzi,
Content Marketing Institute
Video marketing is the most effective
way to get someone’s attention and
engage them for a substantial period
of time.
– David Grimes,
ThesisReady.com
Source: brainshark
Best Practices: Video DAM
• Standardize on an accessible format to avoid codec or format problems
• Use proxy clips to allow quick previewing of video
• Understand cataloguing and processing; more processing power determines how fast you catalog and convert files
• Understand storage needs so you can catalog the largest resolution and
highest quality video available
• Understand bandwidth needs by performing test uploads and downloads
• Embed video metadata into your video files so that it is accessible in
other applications
Manage High Volumes of Video While Controlling Costs
IO Integration (IOI) deploys advanced asset management
solutions for video from North Plains and censhare.
Xinet Video
North Plains’ Xinet Video extends the WebNative Suite workflow by introducing a highly automated and easy-to-use video
keyframe viewing system which allows users to store, browse,
and search for videos and manage the assets stored in the
database, an updated GUI that is smart-phone and tabletfriendly for better ease of use.
Telescope
North Plains Telescope is North Plains’ modular, awardwinning digital asset management platform. It enables the
secure access, management, and distribution of all digital and
rich media content in virtually any file format, across any size
organization, in any industry.
censhare Media and Communication Solution
censhare media information and communication system enables organizations to rapidly collaborate, communicate, and
publish any rich content to web, print, video, mobile, or social
media from a central repository.
Resources
IOI – Xinet 17: Click for more information
IOI – North Plains Telescope: Click for more information
IOI – censhare: Click for more information
IOI Demo - Xinet Video Module: Click to watch video
TV Technology Webinar: Best Pratices in Generating Demand
for and Profiting from Video Content
About IO Integration
IO Integration is a global leader in marketing automation and
digital media management for the world’s top brands, agencies, and publishers. Recognized for our technology expertise
and commitment to client satisfaction, we bring a proven
methodology, a strategic focus, and an unrivaled team of
experts to every client engagement. We help creative organizations rapidly increase productivity and collaboration while
reducing costs. Find us on the web at www.iointegration.com