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Managing Video Content in DAM: How digital asset management software can improve your brand’s use of video assets.
 

Managing Video Content in DAM: How digital asset management software can improve your brand’s use of video assets.

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Managing Video Content in DAM: How digital asset management software can improve your brand’s use of video assets. ...

Managing Video Content in DAM: How digital asset management software can improve your brand’s use of video assets.

Faster connection speeds and improved hardware have helped to greatly increase the popularity of online video. The result is that video content increasingly accounts for some of the most valuable marketing assets that a company has at its disposal. The ability to properly manage these assets has become more important than ever. This white paper will provide guidelines, tips, tools and best practices for managing video content to have the greatest possible positive impact on your company’s performance.

Learn more at http://www.widen.com.

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    Managing Video Content in DAM: How digital asset management software can improve your brand’s use of video assets. Managing Video Content in DAM: How digital asset management software can improve your brand’s use of video assets. Document Transcript

    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsCopyright © 2012 Widen Enterprises, Inc. All rights reserved. 1
    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsManaging Video Content in DAMHow digital asset management software can improve your brands use of video assetsFaster connection speeds and improved hardware have helped to greatly increase the popularity of onlinevideo. The result is that video content increasingly accounts for some of the most valuable marketingassets that a company has at its disposal. The ability to properly manage these assets has become moreimportant than ever. This white paper will provide guidelines, tips, tools and best practices for managingvideo content to have the greatest possible positive impact on your company’s performance.Increasing role for online videoOnline video is playing an increasingly important role in both business-to-consumer (B2C) and business-to-business (B2B) marketing. According to comScore, Americans are watching more online video thanever with over a hundred million viewers per day in the United States in 2011, a 43 percent increase over2010. The number of videos viewed per month rose from 30. 1 million to 43.5 million and the numberof videos per viewer rose from 175 to 239 per months over the same period. Meanwhile, the averageviewing time per video rose from 5 minutes to 5.8 minutes.1But as videos play a larger and larger role in marketing campaigns, many brands are facing increasingchallenges in managing and distributing online videos. Online video typically takes up one or two ordersof magnitude more space than images. Online video also requires substantially more bandwidth todistribute than other media. Online video is associated with a number of unique challenges, such as theneed to deliver it in a format that can be viewed by all users in a world that is far from standardizing on asingle video playback format.A crucial first step in the management of online video assets is the use of a digital asset management(DAM) system to provide a central repository for managing, storing and distributing video content (as wellas other types of digital assets). Videos are available in the system for use by those who are authorized(members of your organization, external partners, the press, etc.). Software-as-a-Service DAM systemsmake it possible to serve up online video to large numbers of users without bogging down in-houseservers. True DAM systems can also automatically convert video to the different formats required.1“Nielsen and comScore chart rise in online video,” Connected Vision, February 12, 2012.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 2
    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsUse of codecs and containersDigital videos can take up enormous amounts of storage space and network bandwidth. Each second ofuncompressed high definition video is made up of approximately 30 images, each 1920 pixels by 1080pixels. Codecs (the term is derived from “code/decode”), shrinks the size of video files by filtering andcompressing the video and audio. The same codec used on your end to code or compress a video file forstorage and transmission must be used by the viewer’s system to decode or decompress the video whenthe video is viewed.There are hundreds of different codecs with different advantages and disadvantages for differentapplications. Since there is no standard codec, video marketers must normally offer video coded withseveral different codecs in order to ensure that as much of the potential audience as possible view theirvideo.Codecs compress video using two primary methods. Intraframe compression compresses a single framein isolation using the same methods as tools such as JPEG that are used to compress individual images.Interframe compression is potentially even more powerful because it operates on a sequence of frames.One common method of interframe compression is to compare each frame in the video with the previousone. If the frame contains areas where nothing has changed, the codec simply indicates that those partshaven’t changed, avoiding the need to store the duplicate information.AVI, MOV, and other files are containers that can contain files encoded with many different codecs. OneMOV file might be encoded with an mpeg 1 codec, while another might be encoded with a DV25 codec.So to say “it’s a QuickTime” movie is not enough. What kind of QuickTime movie is it?One of the important features of a codec is its bitrate which refers to the number of bits that must betransmitted every second to play the video. The higher the bitrate the higher the bandwidth requirement,so codecs are designed to strike a balance between efficiency and quality. The bitrate is equal to thefile size of the encoded video divided by the playing time. For example, an 80 Megabyte (MB) file with aplaying time of 10 seconds requires a bandwidth of 8 Megabytes per second (MBps). One Byte is equal to8 bits so this video has a bitrate of 64 Megabits per second (Mbps).Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 3
    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsStoring video for online viewingA key benefit of a cloud-based DAM system is its ability to use different codecs to code video files withoutthe need for redundant use of your storage. One of the major questions that is faced by every companythat uses online video is what versions of the video to store in the DAM system. One issue to consider iswhether the DAM system will be servicing only those who need access to finished assets (as opposed toalso being used by those who need access to raw footage. If video editors will be storing files in the DAM,then the DAM should be prepared to receive raw footage straight from the camera as well as B-roll. B-rollis the supplemental or alternate footage intercut with the main shot in an interview, documentary or othervideo (often to add meaning to a sequence or disguise the elimination of unwanted content).Another question to consider is what quality level of a video to store in a DAM. Just 10 seconds ofstandard definition DV-quality video (or less than 3 seconds of HD video) will occupy 50 Megabytes — thesize of a typical high-res image from a digital SLR camera. If you do the math, you see how storing videocan eat up hard drive space very quickly. One way to combat this is to store what are called mezzaninefiles in the DAM software. They are compressed videos that take up less space than the full-res files, butare high enough in quality to be used to create the highly compressed videos typically used on the web.For example, if you decide to use mpeg 2 as your mezzanine file for a 10-minute video, it will lookcompletely normal if burned to a DVD, while only taking up a fifth of the disk space the full-res DV versionwould. You will see virtually no visible difference in the quality of the flash video created from the mpeg 2file compared to one made from the DV file..A key advantage of DAM software is its ability to do video conversions on the fly. So there’s no need foryou (or your video production company) to provide more than one version of video. But although a DAMsystem can do conversions as needed by the user, it takes time to convert video and the longer the videothe longer the conversion takes. If storage were free, then we could store a copy of the video in everypossible format and quality level that a user might ever require; although, even then, this would be aCopyright © 2012 Widen Enterprises, Inc. All rights reserved. 4
    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsversion control nightmare. But if you have a large number of videos this approach will probably take uptoo much space.Instead, the recommended approach is to save converted videos for a certain period of time so they canbe accessed without any wait time while they’re “hot” or in high demand. By default, the Widen MediaCollective DAM system saves converted videos for seven days. Users can change this value dependingon the availability of storage. Also, when marketers upload videos that are expected to generate a lot oftraffic, they can preconvert these videos to the most popular formats so they are available for immediatedownload by viewers.The Widen Media Collective is preconfigured to provide users with a series of download options. Userscan also set their own conversion options. For example, Knaack, a manufacturer of jobsite storageequipment, uses a 7-inch LCD monitor for point-of-purchase (POP) video presentations. This monitoruses a special video format: an AVI container with DivX codec in 720x480 widescreen. Widen easilyconfigured their DAM system to produce a new format for playback on this device.An important advantage of DAM software is the ability to provide embed codes for videos in websitesthat point back to a single video file maintained in the DAM. This approach simplifies the managementof video assets. In the event that the video changes, you need only update the asset in your web-basedDAM system; the changes will be reflected anywhere your video is embedded. When your web visitorsclick the link to view the video, the file is served from a content delivery network that can easily scalein bandwidth to handle spikes in demand. Your site visitors will not suffer any performance issues evenwhen hundreds or thousads of people are accessing your digital assets at the same time (assuming theservers hosting your assets can handle that kind of bandwidth).Emergence of HTML5The emergence of HTML5 is another factor to consider in deciding how to manage online video. HTML5is not a codec or container, but rather a new version of the HTML language that, for the first time, allowsthe browser to support video playback. HTML5 makes things simpler for users by eliminating the needto download a third-party plug-in in to support video playback. The challenge for the marketer is thatdifferent browsers support different audio/video formats. Currently, browser support for different formatsis scattered. No single codec is supported by all major browsers, so if you want your video to be viewablenearly everyone, you should consider converting it into both the WebM and MP4 formats.On the mobile side, both iOS and Android only support MP4 video (although Android 4.0 introducedlimited support for WebM video). iOS devices do not support Flash video. Android enables Flash playersbut they are not always preloaded so the user might need to download the player. It’s also worth notingthat over 90 percent of iOS users are on the two latest versions but only about 4.5 percent of Androidusers are on 3.0 and 4.0 combined. So it’s important to support older versions of Android.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 5
    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsRoles and permissionsDAM software allows you to set up various levels of user access (via roles and permissions, in the case ofthe Widen Media Collective). For example, set up a role for editors and give them access to raw footageand B-roll asset groups and native conversion formats. Set up another role for sales and marketingchannels and give them access only to the finished, edited videos asset group and normal conversionoptions.Metadata is data about data. The term refers to tags, descriptions and other information attached tovideos, images and other assets, and it makes those assets easier to find in your asset library. Goodmetadata is the key to avoiding lost time searching for existing assets and recreating them they aren’tfound. Some typical metadata fields for video include: • Product name/number/info • Key people in the video • Type of video: product demo, customer interview, software tutorial, etc. • Editor/production company • Where production files live • Information about any licensed footage, images, music, talent • Copyright infoCopyright © 2012 Widen Enterprises, Inc. All rights reserved. 6
    • Managing video content in DAM How digital asset management software can improve your brands use of video assetsConclusionMarketers are devoting more time and effort into producing quality videos so naturally the management ofthis video is becoming increasingly important. The tips provided in this white paper should provide a goodhead start on making the best use of existing and future digital video assets.Copyright © 2012 Widen Enterprises, Inc. All rights reserved. 7