Role of digital asset management platforms in managing creative assets to achieve better Return on investment

WHITEPAPER | May | 2014

www.beroe-inc.com

Role of digital asset management platforms in managing

creative assets to achieve better Return on investment

Abstract

Ad agencies and advertisers are using the digital asset management (DAM) platforms increasingly over the last few years. The major value benefit they achieve out of this technology platform is to reduce the redundancy of work, improve brand loyalty, improve the lead time and achieve cost savings. This white paper provides an overview of the DAM platform; a cost component involved in implementation of this technology, value benefits of the platforms and also highlights avenues from which return on investment can be achieved.

Introduction

As the advertising landscape is dynamic and ever changing in nature, advertisers, ad agencies and third party support service providers have a duty to be aware of procurement trends in order to leverage the best out of technological advancements. With digital advertising and channels getting more prominent in both emerging and matured markets, the usage of digital technologies or platforms to achieve better Return on Investments is increasing lately. According to e-Marketer data the ad spending by advertisers on digital channels is expected to reach USD 138 Billion by end of 2014. Since the industry focus has shifted to digital, the effective usage of creative assets will help the advertiser/ ad agencies to advance in their advertising procurement maturity curve. A Digital Asset Management (DAM) platform facilitates advertisers/ad agencies to efficiently store, consolidate, manage, access, and allocate digital assets which include logo graphics, photography, videos, etc. This

centralized system will help the advertisers/ ad agenciesto rapidly access the assets when they need them.

Digital Asset Management Overview

With the use of digital asset management platform, advertisers or ad agencies will be able to stream line their advertising production activities in order to achieve better bottom line results. DAM solutions can be used in conjunction with advertising production decoupling in order to achieve the maximum cost savings.

Syndication – Digital Asset Syndication is a form of distribution through which digital assets are made available to multiple sources or locations.

Metadata Management: It involves storing ‘information about information’ or ‘data about data’. With different types of media being used, references to the location of the data can allow efficient management of diverse repositories.

Cost Areas in Procurement of DAM Platform

Implementation Methods of DAM Platforms

Three different methodologies are followed in the industry when it comes to implementation of the DAM platforms.

Model 2

Model 3

Value propositions for advertiser /ad agencies to choose

DAM system

The major value additions the advertisers/ ad agencies want to achieve through the DAM systems are,

 Reduction in redundancy, rework and work lost (marketing man hours saved in the process)

 Integration with existing technologies such as CRM, ECM, etc., (enables in increased collaboration between marketing managers and business managers)

 Message consistency, more consistent brand identity across geographies

The short-term, mid-term and long-term benefits like productivity enhancement, savings in data logistics, brand consistency are some of the drivers of increasing usage of DAM system. The absence of an effective DAM

system means the advertiser/ ad agencies is not making the most of their creative resources and they are facing a risk of losing digital assets and business opportunities.

Benefits of Usage of Digital Asset Management System

1. Savings in Data Logistic

 Cost savings on maintenance of physical repositories

 Elimination of the cost of lost, misplaced, or redundant work

 Cost savings on delivery

2. Faster Access to Digital Assets

 Repurposing of resources

 Management of resources, budgets, and reporting functionality

3. Workflow Optimization

 Cycle time acceleration

 Increased workflow collaboration

4. Brand Loyalty & Brand Consistency

 Effective collaboration and approval, misplaced logos, creative assets

Return on Investment of Using DAM Platform:

The return on investment on any DAM platform is calculated using a simple formula given below,

Return on Investments = Cost of Implementing DAM – Total Savings

ROI on Creative Production Management: With the effective usage of DAM platform, advertisers can achieve

cost savings from avenues such low resource utilization, productivity, savings due to low lead time to market and savings on agency fees.

ROI on Reduced Agency Cost: With the DAM platform in place there will be savings on reworks done by

agencies, savings on agency selection and savings on overall agency spending.

ROI on Fulfillment:Various avenues for achieving return of investment includes savings on paper cost, shopping

cost and savings on physical storage cost

On an average the companies can leverage the DAM effectively to achieve a cost savings of around 15% of the annual marketing budgets.

Conclusion:

By adopting the DAM platform advertisers/ ad agencieswill like to achieve cost savings as well as brand consistency by providing appropriate license restrictions and access control to its employees across the globe. The DAM system’s objective should be properly defined before implementation by taking into account the advertisers / ad agencies current requirements as well as future needs. Having futuristic approach will help the advertisers / ad agencies a better scope for technological up gradations in the platforms. Usage of consultant becomes inevitable since DAM consultants can facilitate better collaboration between stakeholders,

determining the structure of metadata model & defining other workflow processes and managing technological solutions to provide a comprehensive solution.

Industry to be impacted

(Highlight the industry to be impacted)

Pharmaceutical Food, Beverage & Tobacco Metal, Mining & Minerals Retail

Oil & Gas Personal Products Bank & Financial Services Hi-tech

Domain to be impacted

Marketing Services

Category to be impacted

Advertising – Digital Asset Management

Focus Area

Sourcing Opportunity Supplier Intelligence Technology Substitute Opportunity Supply chain Risk Input Cost Price Outlook Sustainability

Keywords Used

Digital Asset Management, Return on Investment

Reference

Expert Designation Relevant Experience

PE1 Account manager of a leading digital agency With over 10 years’ experience in digital marketing space

PE 2 Sales Manager, DAM SaaS implementation expert

Over 22 years of experience in software

PE 3 Digital Asset Manager Consultant A Prominent Creative Advertising Agency