This webinar reviews the 7 trends in digital asset management (DAM) that are changing how companies manage their digital assets and which game changers will determine the market leaders.

1. ChallengingtheRulesofDigitalAssetManagement:
7GameChangersfor2018
Wednesday October 4, 2017
Sponsored by:
Moderator:
David Lipsey
Chair of
Henry Stewart DAM Conferences
Uri Kogan
Vice President of Product Marketing
Nuxeo

2. Challengingthe
RulesofDigital
AssetManagement:
7GameChangers
for2018
UriKogan
VicePresidentofProductMarketing

3. 7RulesofDAM
Born:1980s
Died:2018
#damgamechanger

4. 4
Creativecontentispreciousandmustbehandmade
Autotaggingisagimmick–AIdoesn’treallyhavearoleinDAM
EnterpriseDAMisahopelessideathatneverhasandneverwillwork
Ephemeralcontenthasephemeralvalue,soitdoesn’tbelonginDAM
LegacyDAMislikeavampiresquid;theonlyescapeisdepartmentalDAM
1
2
3
4
5
ImageryisthekeycontenttypeinDAM
DAMisallaboutgettingandholdingassets
6
7
#damgamechanger

5. Programmatic
Creativewillgo
mainstream.
1 #damgamechanger

6. #damgamechanger#damgamechanger

7. #damgamechanger

8. 10
Does your cooking
make prison food seem
good?
Dinner for one?
#damgamechanger

9. #damgamechanger

10. Connectingthe
programmatic
creativesupply
chain.
Creativeproduction
Creativemanagementplatforms
In-channelprogrammatic
creativeassembly
1
2
3

11. 7Copy
Options
10
Models
100
Airports
X
5
CTAs
X X
35,000
ads
=
#damgamechanger

12. 2
Machinelearning&
analyticswillaccelerate
contentthroughput&
effectiveness.
#damgamechanger

13. IT | Intelligent storage tiering
ProjectCreation
Photoshoot
Search&shotselection
Adcreative
Creativereview&approval
Marketingapproval&publication
BrandPortal&download
Archiving
Marketing Manager | Suggested time frames for deliverables
Photographer | Parsing metadata & routing
Marketing Manager | “More like this” content suggestions
Creative | Suggested team members / agencies
Art Director | Risk-based auto-routing
Marketing Manager | Auto-ID assets to pull in brand crisis
Retail Marketing Manager | Content suggestions
#damgamechanger

14. 3
Contentwillfinally
bustthrough
organizationalsilos.
#damgamechanger

15. #damgamechanger

16. Customerexperienceisateamsport
#damgamechanger

17. Source:
Forrester Vendor Landscape: Digital Asset
Management, 2017
Media
Marketing
Enterprise
#damgamechanger

18. 18
LEGACY
LEGACY
#damgamechanger

19. #damgamechanger#damgamechanger

20. 4 #damgamechanger
Contentwillbe
moreephemeral,
butvaluablelonger.

21. #damgamechanger

22. value
time
Longvaluecapturepeak,shorttail
#damgamechanger

23. 23
Source: KCPB Internet Trends Report, 2017
DailyTimeSpentbyMedia(NotDe-duped)
USA,Q42014-Q42016
7:16
7:12
7:06
4:14
2:44
2:17
Q4 2016
Q4 2015
Q4 2014
Analog Digital
Analog: Live / DVR / Time-shifted TV, DVR / time-shifted TV, AM / FM radio, DVD / Blu-ray, and game consoles.
Digital: Multimedia devices (viewing on Apple TV, Roku, Chromecast, smartphone, computer etc. connected to
TV), internet on PC, video on PC, app / web on smartphone / tablet, and video on smartphone
#damgamechanger

24. 24
Source: KCPB Internet Trends Report, 2017
DailyMediaConsumption(Minutes)
AverageDailyMediaConsumptionMinutesbyMedium,
China,2012–2016
#damgamechanger
Internet as %
of Total Media

25. 25
Source: KCPB Internet Trends Report, 2017
InternetvsTVAdSpend($B),Global,
1995-2017E
GlobalAdvertisingSpend($B)
#damgamechanger

26. 26
Shortpeak,longtail
value
time
Longvaluecapturepeak,shorttail
#damgamechanger

27. 5 #damgamechanger
Legacy&departmental
systemreplacements
willaccelerate.

28. Thepromiseof
DAMforlarge
organizations
#damgamechanger

29. #damgamechanger

30. Control Consolidate Cutcosts Collaborate
#damgamechanger

31. Configure, don’t
customize
Therealityof
DAMforlarge
organizations
#damgamechanger

32. “ThisperiodofDAM…islikebuilding
awarehousebutthenfailingto
provideadequateconnectionsto
allowdigitalassetstogetinorout
(muchlessorganisethemefficiently
whentheyarrive).”
–RalphWindsor,Editor,DAMNews
#damgamechanger

33. DAM1
Email marketing
Content marketing WCM
Social media
Video
Packaging
Traditional Media – TV, Publications,
Ads, Coupons
.com
Intranet
Video Services
eCommerce, Retail Ops, Retail Marketing,
Sales force
Archive
Content
marketing
Packaging
design
Agency
creative
Corporate
creative services
Retail marketing
Sales collateral
Photo & video studio
Vendor systems
DAM2
DAM3
Agencies & agency vendors
#damgamechanger

34. 34
LEGACY
DEPT
#damgamechanger

35. 6 #damgamechanger
Companieswill
gotothemovies.

36. “Iseevideoasa
megatrend,onthe
sameorderasmobile.”
MarkZuckerberg,Q12017FBEarningscall
#damgamechanger

37. 37
Unmanaged
storage,
MAM,VMP,
etc
#damgamechanger
DAM

38. 38
DAM MAM
#damgamechanger
Broadcasters
TV producers
Sports
Agencies
Marketing
departments

39. 7 #damgamechanger
Emergenceof
DAM3.0.

40. 40
DAM2.0 DAM3.0DAM1.0
#damgamechanger

41. Wrappingup.
#damgamechanger

42. Sevenrules,
sevengame
changers.
#damgamechanger

43. #damgamechanger
1
2
4
5
6
3
Creative content is precious and must be handmade
Autotagging is a gimmick – AI doesn’t really have a role in DAM
Enterprise DAM is a hopeless idea that never has and never will work
Ephemeral content has ephemeral value, so it doesn’t belong in DAM
Legacy DAM is like a vampire squid; the only escape is departmental DAM
Imagery is the key content type in DAM
7 DAM is all about getting and holding the assets
Programmaticcreativewillgomainstream
Machinelearningandanalyticswillacceleratethroughputandeffectivenessofcontent
Contentwillfinallybustthroughorganizationalsilos
Contentwillbemoreephemeral,butvaluablelonger
Legacy&departmentalsystemreplacementswillaccelerate
Companieswillgotothemovies
EmergenceofDAM3.0

44. Thankyou!
44