DAM takes on many roles
The market for digital asset management (DAM) solutions remains robust, driven by increasing demand for rich media on Web sites, for marketing materials and in technical documentation. Ideally, assets for those purposes are managed centrally and published as needed to different destinations.
“DAM solutions are extending both upstream and downstream,”
says Melissa Webster, program VP for content and digital media technologies at IDC.
“It’s less and less about the repository and more about the workflow.”
The annual market stands at about $600 million, and historically has posted double-digit growth. GSD&M Idea City is a full-service advertising agency with such high-profile clients such as AARP, American Red Cross, BMW, John Deere and L.L. Bean. Based in Austin, Texas, the company’s staff of 450 includes a large creative and studio art department.
The company used a cumbersome, paper-based photography tracking system listing the photographer, customer and other information about the asset. Employees had to leave their desks to retrieve the CD or other medium on which the archived working file was stored. If a piece of artwork could not be found, it might have to be recreated, adding more agency costs and time to the project.
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