Be A Media Asset Management Champion

Transcription

1 MediaBeacon Be A Media Asset Management Champion

2 Metadata Is Everywhere Metadata is simply data about data. To garner a greater understanding, let s take a quick look at the public library. The library has shelves of books, its assets, and a card catalog, the asset s metadata. The card catalog helps us find the right assets based on their information and tells us their location. This is similar to a Media Asset Management (MAM) system. In 2013, Business Insider reported that Facebook s 1.15 billion users are uploading 350 million photos per day. Each one of those photos contains metadata which Facebook can use to enhance the user experience or discard to protect privacy. Facebook creates location metadata to help users add location data about those photos. The status update that accompanies the photo becomes additional metadata that is associated with the asset and the user. Facebook s business model is based on metadata about its users, their assets and their preferences or habits. Photo metadata has become so important that the International Press Telecommunications Council (IPTC) maintains a standard called the IPTC Photo Metadata Standard. The Council asserts that metadata is essential because it allows users to add precise and reliable data about people, locations, and products displayed in the asset. Metadata brings dates, names and identifiers regarding the creation of an asset, and a standard, but flexible, method to express rights information. Finally, metadata can be used to create automated photo workflows. This is critical for MAM users and administrators that might have to process thousands of assets per day and manage repositories of millions of assets. Every day millions of photos are uploaded to Facebook, each one containing metadata that helps the company enhance the user experience Creating automated workflows with metadata is critical for users that process thousands of assets per day.

3 Other metadata standards have emerged to provide a common language. Extensible Metadata Platform (XMP) is an ISO standard for both standardized and custom metadata for virtually any assets. Where IPTC is focused on photos and images, XMP can be asserted on popular video, document, and image formats while maintaining compatibility with applications that do not support XMP. An Enterprise MAM must be fluent in XMP. Metadata Is Not Optional Metadata makes an asset valuable. A valuable asset may go many places during its lifecycle: 1. Website 2. Content Delivery Network (CDN) 3. Online Video Platform 4. Mobile app 5. Billboard 6. Television 7. Nutritional information 8. CMS (Content Management System) 9. Slide Decks 10. MDM (Master Data Management) 11. SKU 12. Amazon 13. Google Shopping Ad (formerly referred to as Product Listing Ad or PLA) XMP is an ISO standard that allows users to embed metadata into files during the creative process. Metadata allows users to add precise and reliable data about people, locations, and products in the asset.

4 Number 6 is highlighted by the use of metadata in video by the leading internet streaming service Netflix. Every television show or movie on Netflix is described by a large set of metadata. This includes standard information such as title, genre, synopsis, cast, rating, etc. Higher value metadata links to images, trailers, encoded video files and subtitles. Netflix has made contextual tags to drive genres, such as upbeat, cerebral, strong female lead to make suggestions. This metadata is made available for several different Netflix features. The web and app interfaces need links to images, while logic that does discovery and recommendations uses the contextual tags extensively to search thousands of movies, looking for the best result. The MAM champion looks to leverage metadata like Netflix. Large sets of metadata describe every television show or movie on Netflix. Data can be linked to subtitles or provide viewing suggestions to users. Discovery and recommendations uses the contextual tags extensively to search thousands of movies.

5 Numbers are notable when discussing assets. This metadata includes pricing. Now, metadata is currency and the asset has an absolute value. An asset with a $1,000 price should have an appropriate value-add that is greater than one with a $100 price given similar sales volumes. This metadata is critical information on focusing effort that maximizes the total value of assets in a MAM. This allows organizations to optimize sales and marketing efforts. Many systems don t support metadata and strip it upon import or export. Protect metadata by avoiding importing, exporting or mapping. Systems should be able to fluently adapt to, edit and utilize metadata without cumbersome setup and maintenance. Transforming an asset does not add value or metadata. Usually this process separates metadata from the asset or leaves metadata in a proprietary format that suits the system, not the lifecycle of the assets or the users. Insert Screenshot Here Many systems strip your asset of its metadata upon import and export, leaving it in a proprietary format that keeps users from critical data....metadata is critical information on focusing effort that maximizes the total value of assets in a MAM.

6 Metadata Is The Critical Link for MAM MAM is associated with many file types. The most common is video. Video formats rely on metadata to store critical video information related to the production process. This includes the title, description, tags, category, thumbnail, subtitles and closed captions. This basic production information provides a platform for the MAM champion to make MAM the source of truth for the organization. This metadata can drive efficiencies at the MAM level, but the savviest MAM champions use this metadata to enhance all parts of the organization including pre-production, editing, distribution, promotion, and marketing. There are other critical metadata that are processed by systems such as transcripts of conversations and text descriptions of scenes. The MAM champion leverages this metadata by making it visible for browsing by users and ensuring that it is indexed for searching. Users won t search by type of camera or time stamp, but instead by scene contents, actor descriptions, and other contextual terms. Be a MAM champion to enhance all parts of the organization: preproduction, editing, distribution, promotion, and marketing. Users won t search by type of camera or time stamp. They will search by scene contents, actor descriptions

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