Manage chaos with image and video deployment

Tame the chaos:
image and video management
for multi-channel deployment
Theresa Regli
DAM & CMS Industry Analyst
Founder & Director, Vox Veritas Digital
theresa@theresaregli.com Image credit: Royal Society for the Protection of Birds

@theresaregli | theresa@theresaregli.com voxveritasdigital.com
A bit about my work
DAM & CMS strategy, procurement, data
orchestration, and digital stewardship

@theresaregli | theresa@theresaregli.com voxveritasdigital.comImage sources: Medieval life & times, wfmt radio
Music carries stories, content along a chain
3

What is (musical) orchestration?
“The practice of writing music for an
ensemble, or of adapting music for
an orchestra. Orchestration also
refers to the way instruments are
used to portray any musical
aspect, such as melody or harmony.”
- Wikipedia
What is (musical) orchestration?
4

Melody and chord progression are repeated, reused
Classical orchestration
5

“The automated arrangement,
coordination, and management of
complex computer systems,
middleware and services.”
- Wikipedia
AND the CONTENT and ASSETS those systems manage!
What is (system) orchestration?
6

Designing an immersive, trans-media experience
7

8
DAM IN 2013: TRANS-MEDIA IMMERSION

PIM as Aggregator and Distributor of Product Info
Image Sources: Stibo Systems
Aggregate authoritative
product information
Distribute internally and
externally from authoritative
source
Omni-channel product content
9

Adaptation at the heart of everything
Video credit: CHILIPublish

The management of digital media throughout its lifetime
• Digital media is “rich media” and other mostly non-textual
assets
• photos / graphics
• audio & video files
• animations
• games
• banner ads
• brochures
• catalogs
A digital asset is a file that has an intrinsic or acquired value
What is Digital Asset Management?
11

Creation /
Ingestion
Management
Organization
Production
Distribution
Broadcasting
Conversion
(Monetization)
Media / Channel
Sources
ResolutionsFormat
What does a DAM system do?
($)
Source: Logica12

Digital Assets Defined
• There are differences among “assets,” rich media,
and simply electronic files
– A digital asset is a file that has an intrinsic or acquired value
Or, put slightly differently:
– Digital assets are files or collections of files, consisting of the media
or file itself plus metadata, which together have an intrinsic or
acquired value
Files vs. “assets”
Content © Real Story Group13

When it can be managed, through its metadata
When does content become an asset?When does a file become an asset?

There’s a lot to learn from the arctic tern
Video credit:
Encyclopedia
of Life

Metadata Assembly Line
DAM Team:
Create
standards-based
field names
(IDs, title, etc.)
Administrative
Metadata
DAM System:
extract EXIF,
geographic, and
other implicit /
technical data
Technical
Metadata
DAM Team:
add bulk
descriptive data
(location,
keywords, etc.)
Descriptive
Metadata
Marketers:
add product info
data and copy
Product
Metadata
AI Service:
creates
descriptive and
sentiment data
DAM Team:
Check, clean and
improve all data
QA/
Enhancement
Publish
Concept credit: Brian Cross, KlarisIP

AI in your assembly line
Close up of sandwich on a plate
MICROSOFT GOOGLE CLARIFAI
Plate Food Food
Table Dish No Person
Food Meat Grow
Indoor Pot Roast Bread
Sandwich Pork Meat
Food Slider Delicious
Cooked Roast Beef Dairy Product
Sandwich Refreshment

Media Processing
• Rendition Creation
• Transformation, Transcoding and Rendering
• Metadata Extraction and Insertion
• Third-party Media Processing Tools
Source: Oracle
• Rendition Creation
• Transformation, Transcoding and Rendering
• Metadata Extraction and Insertion
• Third-party Media Processing Tools
Unique file handling
18

Example | Photo Library
Source: fotoware
DAM library or photo archive
19

Brand-Centric Asset Management
• Every company has a brand or product to manage
• Corporate communications and marketing departments use the
brand library to store and find common brand elements, logos,
style guides, documentation, and finished pieces
• Typical Adopters
– Manufacturing companies
– Retail, hospitality, and consumer product companies
– Companies with national or global brands
– Corporate and traditional marketing departments
– Individual brands within large multi-brand company
– Ad agencies
Brand management

Example | Multi-lingual Brand Management
Source: MediaBeacon
Multi-lingual brand management
21

Source:
Canto
Source: BrandWorkz
Advertising production
22

Enterprise Video - Core Functionality
• Real Time
• Recorded
• Ingested
• User generated
• Multi-platform
• Video Player
• Caching / CDN
• Rights and
Security
• Editing
• Workflows
• Metadata and
Search
• Analytics
• Integrations
Video Management Video DeliveryVideo “Creation”
This spectrum is usually accomplished with 2 to 5 technology products
Video: more complicated

DAM with a video widget
Source: Net-A-Porter
Long-form video: more complicated
24

Online Video Platforms
A free or fee-based self-service platform
that offers hosting, encoding,
customizable & embeddable players,
and metrics for organizations
that wish to upload and
distribute their own video content.
Beyond !!!
25 Source: StreamingMedia.com

Typical OVP functions
• Mostly SaaS
• End-to-end tools for video
• Management
• Hosting
• Encoding
• Skinnable video player
• Analytics
• Syndication
• Interactivity
• Monetization (through 3rd-party advertising)
26 Content © Real Story Group

IaaS, PaaS, SaaS
Image: trapptechnology.com
Closely consider flavors of the cloud
27

Technology orchestrators
28
Technology orchestrators

Kiitos!
Contact me at:
Theresa Regli
theresa@theresaregli.com
@theresaregli

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