Digital Asset Library

October 27, 2006

The Question 

An ANA member asked:

  • Has your company developed a Global Marketing/Advertising Digital Asset Library in order to ensure brand consistency by making approved assets readily available for reuse and local application worldwide?
  • Are there any revenue streams by the selling and/or delivery of the library content?
  • What is your revenue stream methodology?
  • How are charge-backs structured (e.g. subscriptions/membership, image downloads)?

Response #1

Has your company developed a Global Marketing/Advertising Digital Asset Library in order to ensure brand consistency by making approved assets readily available for reuse and local application worldwide?

Yes, Ford Motor Company, North America, Marketing and Sales Operations does have a Digital Asset Management System to support their brand identity (Ford Division, Lincoln Mercury, Jaguar, Mazda, Volvo, and Land Rover). The system has been in existence since 1999. Worldwide users include England, Japan, Taiwan, Saudi Arabia, Brazil, Venezuela, Mexico, Australia, and Canada just to name a few.

In 2005 the PAG (Premier Automotive Group) wanted to support their own DAM systems. Jaguar, Land Rover, and Volvo share a site in Europe as they produce right hand drive vehicles that are not sold in the US market. Volvo NA also has a DAM site which supports their US market and uses the same technology as the corporate database. Therefore, we are no longer storing PAG brands in the NA Corporate database.

Are there any revenue streams by the selling and/or delivery of the library content?
Yes, we have 2 revenue streams. Subscriptions and individual image purchase.
Subscriptions are paid upfront and allow for remote download "PULL" or upload "PUSH" access 24/7.

What is your revenue stream methodology?

Subscription Schema

  • Separated into three downloads groups (unlimited, 300, 100). These are considered "Power Users".
  • Divisions/Departments are charged based on download need. Ford/LM/FCSD/Public Affairs/Education&Training/Ford of Canada, Ford of Mexico charged individually. This will allow their agencies, internal users, and suppliers access to download remotely 24/7.
  • The minimum charge for remote access to the database is $10k.

Individual Asset Purchase

  • If a user does not wish to pay the minimum charge to access the database they can schedule a meeting with our graphics department and order images for $75 ea.
  • NOTE: We are currently working on outsourcing the application to allow a commerce module to be integrated so we can provide an additional revenue stream.
  • The ROI value of a DAM system to Ford: Hosting/Revenue/Savings: 2001 = 613%, 2002 = 1219%, 2003 = 783%

How are chargebacks structured (e.g. subscriptions/membership, image downloads)?

Refer to comments above.

Member also shared the following:

FYI, I can recommend the "Henry Stewart DAM and MOM Symposium" for information regarding DAM systems (see below). From my experience since they are best in class for information sharing in the DAM space! My responses reflect the information I shared as a speaker at an earlier conference.

Response #2

Yes, we do have a digital asset library called the BAR (brand asset resource). We host the system ourselves using Documentum software. All of [our] wine and spirit brands are on the BAR. There are several thousand digital assets on the system. The system was implemented as a marketing cost savings initiative to reduce the cost of the distribution and re-purposing of brand assets, rather than generate a revenue stream. All [our] employees, distributors, and agency have access to the system and can view and download low resolution renditions, [our] brand marketing personnel are the on users empowered to download and/or distribute high resolution renditions of assets. The are no charge-backs for using the system.

Response #3

We have a digital asset library for reference only. We share the work from global regions and that has led to re-purposing, but there is not a formal system in place to deliver that. We do not charge back for storage or sharing, but ask the local regions to provide beta copies of their advertising to World Headquarters for posting. Some regions even use it as a reference tool for their own marketers as people turn over.

Response #4

We are just starting to look at a consolidated offering for all our divisions.

Currently we have bits and pieces of a digital asset management system, but no complete overview.

Response #5

Has your company developed a Global Marketing/Advertising Digital Asset Library in order to ensure brand consistency by making approved assets readily available for reuse and local application worldwide?

Yes, we have an online Media Center available to employees, agency partners, etc.

Are there any revenue streams by the selling and/or delivery of the library content?

Yes.

What is your revenue stream methodology?

Only to cover expenses for reproduction / distribution of video creative assets.

How are charge-backs structured (e.g. subscriptions/membership, image downloads)?

Charge to department cost center.

Response #6

Yes, [our company] has a DAM system. It's a home-grown system that's only used as a warehouse to store digital assets.

We also have a Brand Stewardship system.

Ideally, our two systems should be one system, or at least linked to each other. Unfortunately, one is US based (DAM), and the other is used world-wide and based in Switzerland. Both are managed by separate groups/people. Although we speak to each other and try to plan our systems together, the priorities are always so different that the two systems cannot at this time come together efficiently or effectively. This has been an ongoing issue.

We do not, nor do we anticipate revenue streams via DAM for our pharma division. However, this could be a consideration for two of our other divisions. I do not know if either are considering this.

Response #7

We have not but I am extremely familiar with the developments happening in this space. The market leader is Live Technology. They are doing this for more than 100 major clients across 21 forms of media. Including TV, radio, print, etc. The CEO is Wayne Reuvers

Response #8

Has your company developed a Global Marketing/Advertising Digital Asset Library in order to ensure brand consistency by making approved assets readily available for reuse and local application worldwide?

Yes, we have a Documentum based platform.

Are there any revenue streams by the selling and/or delivery of the library content?

View this application as part of corporate infrastructure, no charges, no charge back.

Response #9

We do not have experience with a digital asset library.

Source

"Digital Asset Library." ANA New Technologies, Global and Production Management Committees, 10/27/06.