From Book to Video
Tyler Ruse, VP and GM of content solutions for Ingram Digital Group, says that Ingram has noticed that more and more of the company’s publishing clients are building multimedia content strategies that expand beyond their traditional print assets into video—they’re creating their own videos to complement that print content and are even using YouTube as a new channel.
Ruse says that Ingram’s DAM and distribution platform, CoreSource, helps publishers manage the different file and metadata requirements necessary to manage digital assets. “It helps the publisher focus on content generation,” says Ruse. “Once they’ve generated their product, we help them get it out to the market in the various formats that are required by the marketplace.”
Another facet of publishers’ new multimedia strategies includes the creation of digital file formats that are compatible with the latest ebook platforms. “One of the other catalysts is using digital content to drive sales. Publishers are starting to see value out of full-text search results driving print sales,” says Ruse, noting how publishers can take advantage of online retailers’ “inside the book” functionality that enables customers to review sample pages of a book before making a purchase. But publishers are certainly not the only businesses using digital asset management functions to bolster their marketing efforts.
Managing a New Marketing Strategy
Overall, more companies are beginning to use DAM systems to control the marketing communications side of their businesses. Mike Lam, GM of the ActiveMedia Group at The FeedRoom, says that the company’s client base has shifted over the years to marketing communications. “Companies are starting to realize the value of these assets,” says Lam. “They need to make them usable and use them efficiently and effectively. It’s becoming more apparent that they need to be able to manage these assets and turn things around very quickly and take advantage of the opportunity. We have clients who use our products for distribution, and it’s key for them to bring things to market as soon as possible. Today, they can do it within a week.”
Lam notes that The FeedRoom’s acquisition of Clearstory Systems in late 2008 enables the combined companies to take advantage of an increased interest by organizations to include video assets within their digital asset management systems. The deal integrates Clearstory’s ActiveMedia 7.5 platform with The FeedRoom’s 4.0 Enterprise Video Platform into one system.
“Video, images, audio, and downloadable assets such as PowerPoint presentations and PDFs all make their way into our system, where they get turned into a story,” says The FeedRoom’s David Pearce, VP of product strategy and development. “That story goes through various stages of being created, when it can go live, where it can go live, if it is approved or not. There are a number of steps it goes through before it goes live to the world.”
Reality Digital, Inc. provides a platform for its clients’ social media campaigns. “It enables a company, whether it’s the Travel Channel or the NFL, to take that professionally produced content and user-
generated content or consumer-generated content and create an environment where that content can be interacted with, commented on, rated, and distributed,” explains Cynthia Francis, CEO and co-founder of Reality Digital.
Francis says that clients have content with varying levels of value geared toward different audiences; and those clients have concerns about protecting as well as managing these particular digital assets. “Our Opus platform allows our clients to establish permissions so they can have different levels of access for different content,” says Francis. “They may have a show focused on a youth market and they want to invite people to upload the content. But they have to have a way to control them uploading content they have rights to. They need to have a straightforward way to moderate that content.”
Reality Digital launched a new product, Harmony, geared toward smaller companies that want to explore video and DAM but don’t have the traffic of a large organization’s website. “It has a homepage with a drag-and-drop interface, so someone can go in and, in minutes, build a unique site and a very robust media management environment and social media environment,” says Francis.
Steve Sauder, CTO of North Plains Systems, Inc., says that the company has strong roots in print publishing but has expanded into the video space over the past few years. “With video production companies, entertainment companies, reality TV companies—we’re seeing a lot of traction with the TeleScope DAM system in those workspaces,” says Sauder.