The $400,000 Problem Of Storing Media Assets
In this guest post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours…
A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is a key role of marketers and managers. Yet many are failing to do this.
There are hundreds of advertising shoots taking place every day, ranging from full-scale TV commercial (TVC) productions to one-man content shoots. The vast majority are these are undertaken by creative agencies and production companies, commissioned by their clients.
If we consider that a standard TVC shoot generates 500GB of data per shoot day, and a content shoot around two-thirds of that – managing digital assets becomes a huge task for marketers in terms of infrastructure and maintenance.
And that’s only part of the problem; more often than not, the devices on which these valuable assets are stored are not entirely fit for purpose. By its very nature, a portable hard drive is designed to be a temporary storage solution.
If we consider that the digital revolution really started picking up in the late 1990s, it’s safe to assume that most brands will have digital assets dating back well over seven years. This means that some of the data stored on hard drives may well have already fallen off the cliff.
And so this content flairs on people’s screens for the duration of a campaign, then disappears into the abyss, with files, footage and data stored on a hard drive never to be seen again or accidentally erased from history, as a result of the unstable storage device used.
This is more than just a waste of time and resources. It is a costly mistake for a brand.
Let’s crunch the numbers.
If an agency shoots 15 TVC and 30 content shoot days in an average year, with a client commission of $100,000 per shoot day and $20,000 per content day, that’s $2.1 million spent on media creation. If this media is then stored on hard drives, there could be around $420,000 worth of data lost over the next four years, applying a 20% failure rate.
And if this volume of data had been created for the four years previously, the $420,000 loss is almost certainly happening right now.
Where does the responsibility lie for protecting these high-value media assets? Does it fall to the client who commissioned and owns the media assets, or the agencies who store and maintain the assets?
The owners of media assets should be taking full control of their media assets. That’s where the responsibility lies.
This is where cloud-based data asset management software is important. However, there has always been major stumbling blocks to the effective use of such software, including:
- The process of collecting all the data from various agency and production partners is a complex and arduous task.
- DAM software is unable to keep up with the exponential creation of a brand’s content and scale with their content library.
This is why some forward-thinking brands are sensing the need for a fully integrated and service-based data asset management solution for their business and are, in turn, protecting their assets.
Let’s consider the true value of unlocking every piece of content a brand has ever, and will ever create has to the business…Ultimately it means time and budget isn’t wasted reshooting footage a business already has (or did have once upon a time).
Smart-sharing and collaboration means the right teams can get access to any files, anytime, without calls to production partners and time and resources spent searching through USBs, hard drives and servers.
And that results in content getting to market faster.
The creation of marketing content continues to rise and as we see it bridge the gap between brand and consumer, allowing marketers to engage with their audience on multiple channels – the potential for brands to use content to set themselves apart from competitors will only increase with it.
The old ways of managing, sharing and using content are no longer working. The digital revolution is behind us, what we see now is the norm. It’s time for marketers to regain control of their creative assets and protect the legacy of their brands.
The growing complexity of an increasingly fragmented marketing space – where brands work with many agencies and creators, all of whom need ever more content to fill ever more channels.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.