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Notice anything different about the Internet lately? Video. It is all over the place.
It is great for the audience. It is great for marketers too, but it takes up computing space. Lots of it. This is a serious problem that will impact creative marketing and advertising departments in particular. Video is quickly supplanting everything else as the method used to spread whatever gospel needs to be spread online and beyond. However, these bigger digital files are causing bigger headaches all the way around.
Video is beginning to choke internal bandwidth and storage space and IT departments cannot scale fast enough to meet the rising requirements. The US Internet Industry Association (USIIA) is estimating that video downloading and streaming could account for a staggering 80% to 90% of all worldwide bandwidth traffic in the next couple of years. The good news is reversing this trend doesn’t require IT departments to “reinvent the wheel.”
To reduce the congestion of these massive video files, a “public transit system” is needed. That system is available in the form of digital asset management (DAM) technologies. DAM facilitates the creation, management and distribution of digital assets, including images, graphics, logos, presentations, pages, documents, animations, and audio and video clips. Digital files become valuable assets through the attachment of metadata (information about content). Metadata elevates video content into assets because it can be indexed, versioned, secured, stored and assigned a lifecycle state, a unique ID and an owner.
The best option is to leverage DAM through a Software-as-a-Service (SaaS) provider. This allows the organization to offload file management and infrastructure to deliver them. It also provides a separate channel for outside parties to access video, preserving corporate bandwidth.
It really comes down to responsiveness and scalability. When DAM is achieved through a SaaS provider, marketing can go directly to that provider to make changes or updates. In terms of scalability, internally, storage and bandwidth usually are purchased as needed. A SaaS provider’s main business is having ample storage and bandwidth available on demand. There’s never a DAM question of when the file can go live and who and who can not have access to it.
