Video Asset Management In High Demand As Viewership Climbs and Marketers Use More Online Video

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Widen is seeing increased interest in Video Asset Management solutions to store, manage, access and deliver digital video for online video marketing purposes.

As Sean Callahan recently reported in the Marketers Make Move to Online Video article in BtoB’s Best 2009 special issue for Marketers and Creative, the “Internet has accelerated the creative use of video in b-to-b marketing, which is one key trend we saw in the submissions for this year’s BtoB’s Best.” 

Online video has become an affluent medium for both b-to-b and b-to-c marketers alike. Online video is a key method of delivering and consuming information that educates, entertains, and/or inspires in ways that touch emotions static text on a page cannot achieve. Best of all, online video isn’t just for big companies. An abundance of devices and software for video capture and editing are becoming popular additions for many marketing departments. Furthermore, Web-based DAM technologies are making the management and distribution easier and cheaper for organizations of all sizes.

In terms of viewership, the Nielsen Company recently reported viewers have substantially increased the time they spend watching online videos with YouTube being by far the single largest provider of streaming video. Nielsen's time-per-viewer metric rose to 195.2 minutes per month in September, a 25% year-over-year increase.  Read Time Spent Viewing Video Online Up 25% per Viewer to learn more.

While the popularity of creating and consuming online video continues to skyrocket, the problems with video asset management are still there for nearly all marketers. The downside is video files are exponentially larger than text documents. Multiple copies of a file in multiple locations use even more storage. It also makes version control nearly impossible, since someone has to remember each file's location and update or renew it when a new one becomes available or when it expires. Plus, there isn’t always an easy way to search for the right video based on the content.

When you add all those factors, it makes a compelling argument for software-as-a-service that simplifies the tasks associated with managing, finding and distributing video content across the Web. The problem is that a lot of organizations that can benefit from distributing their content in the form of video; they just don’t have the internal infrastructure to support it. Like most projects that are challenging to do on your own, digital asset management can benefit from a software-as-a-service model that allows customers to focus more on what they want to accomplish than figuring out how to go about building and maintaining it.

In Widen’s recent article, RAM: Bandwidth on the Run, the increased demand for video content creates four issues that require more efficiency in how we manage video assets:

  • Not enough bandwidth to meet demand.
  • Difficulty moving video files from one user to another.
  • Multiple copies in multiple locations.
  • Lack of searchability.

However, digital media asset management technologies provide much more than simple file management or a video hosting service. Digital media files become assets of value through the attachment of metadata because they can be indexed, versioned, secured, stored and assigned a lifecycle state, a unique ID and an owner. Digital Asset Management systems serve as the keeper for both the files and metadata.

Benefits of digital asset solutions summarized from the Bandwidth on the Run article, include:

  • All users watch the same file from the same source.
  • Easier distribution.
  • Greater control over what is being viewed.
  • Simpler, more effective organization.
  • Simplifies backup.

For an expanded explanation, read the article titled RAM: Bandwidth on the Run by Matthew Gonnering, CEO of Widen Enterprises.

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