This is the fifth post in my series on beliefs the DAM community has developed over time that need to be reassessed.

  • In part 1 of this series, I gave an overview of those beliefs.
  • In part 2, I went into depth on the first of those beliefs, highlighting how the need to manage content across silos is becoming both more critical and easier.
  • In part 3, I highlighted why the time has come to set aside a purely handcrafted approach to content creation.
  • In part 4, I explained the importance of holding on to ephemeral content in the DAM to enable reuse and recombination.

Today I'll focus on the growth and importance of video to DAM relevance.

Historically, imagery has been the key content type in DAM. How many DAM demos have you seen that show a big grid of pictures? There are even some DAM vendors whose names are synonyms for "image" (I'll let you guess which ones I have in mind). I think we've been looking at image grids for so long that the idea is almost interchangeable with DAM. But not for long!

Video is clearly the future of content. So much so that on an Facebook investor call earlier this year, Mark Zuckerberg said, "I see video as a megatrend, on the same order as mobile." If you just think back to your life before and after smartphones, it hits you quickly just how big a shift this will be.

But where is all the video going? For too many companies we talk to, the answer is: not into the DAM. One of the leading brand companies I mentioned in a previous post in this series told me, "We use the DAM to manage campaign imagery and archives, but we're afraid to put our video content into it. We think it will fall over if we try." And I've heard similar sentiments from many others.

But with the shift of consumer attention, and thus advertising and marketing budgets, to video content, this attitude will very soon mark the DAM system, and its advocates, as irrelevant.

Don't let this happen to you!

Instead, what you're seeing now, and will see more of over the course of the next year, is increasing functionality in DAM systems. That doesn't mean MAM systems go away – there are too many unique workflows, equipment integrations, codecs, and so forth that are critical to broadcasters and their ilk, but from a corporate perspective, any DAM system worth its salt will need to handle typical video formats and the workflows and integration points to be the engine of video marketing and advertising development, publishing, and measurement.

Of course, there's a broader world beyond images and video, too. I didn't touch on Indesign files, gifs, and more. I'll take that topic up in the future post.

In part 6 of this series, we'll address the changing role of DAM. Hint: It's alive! It's alive! Stay tuned!

If you’re enjoying this series, I’d love to chat with you about DAM trends, and what you can do about them, at the DAM LA 2017 conference next week! I will be speaking more about the ideas in this series in a Keynote on Day 1; and on the vendor panel on Day 2. I look forward to seeing you there!