New Media Industry Research Shows Growing Executive Confidence in Media Asset Management

Avid announced new research findings that reveal how the leaders of major global media enterprises are using MAM to improve collaboration and operational efficiency, reduce costs, drive revenue, and deliver a higher return on investment (ROI).

The independent study was conducted by Ovum and commissioned by Avid, one of the largest suppliers of media asset management (MAM) solutions in the marketplace, and the company behind Avid Everywhere. The research demonstrates that industry leaders are driving substantial gains by using MAM to enhance collaboration, lower multi-platform distribution costs, and open new revenue streams.

“Many content production and broadcasting infrastructures are built on disconnected solutions that lack the agility, scalability, and efficiency needed to monetize assets across every stage of the content lifecycle,” states Jeff Rosica, senior vice president, worldwide field operations at Avid. “Ovum’s latest research convincingly demonstrates how cutting-edge MAM solutions, such as Avid Interplay | MAM, enable global media enterprises to improve operational efficiency, reduce costs, and effectively manage the entire media content lifecycle.”

“The data we collected shows that media executives are evolving their perception of MAM from a standalone rich media storage repository to an enabler of end-to-end integrated media asset production and distribution workflows,” says Kedar Mohite, senior analyst, Media & Broadcast Technology, Ovum. “By deploying a unified MAM system, media enterprises can streamline multi-platform asset distribution and monetize premium time-based media assets on multiple non-linear channels.”

The Ovum research shows that integrated digital content platforms are essential for competing in today’s content everywhere world. MAM boosts collaboration and productivity by enabling production teams to access media assets from any location. MAM solutions help media enterprises to reduce lifecycle costs and deliver content to audiences via new multi-platform delivery services. By using MAM as a strategic tool to accelerate multi-platform asset monetization, organizations can gain significant ROI.

Top data points include:

MAM implementations are delivering strong results for top media organizations

• 66% of surveyed executives lowered the cost of multi-platform distribution
• 50% improved real-time collaboration of creative media professionals
• 52% improved delivery of personalized content on connected devices
• 54% enabled new revenue streams across multiple channels

MAM can deliver strong return on investment and revenue growth

• 50% of media executives plan to increase MAM spending over the next five years
• 82% see MAM delivering more than 10% of ROI
• The ability to quickly introduce new online video services has resulted into average revenue increase of 17% on these new platforms

MAM can reduce costs

• On average, media organizations are reducing multi-platform distribution costs 19-20% with their MAM deployments

The Ovum study also found that unified MAM systems enable media organizations to maximize content monetization and generate tangible benefits for advertisers in the form of contextual advertising, by delivering rich content across multiple screens.

Survey Methodology and Background
Avid commissioned Ovum to develop and conduct a top-level sentiment and viewpoint survey on the media and production asset management (MAM and PAM) technologies. Ovum interviewed 125 senior management executives across 21 countries to assess the adoption and relative satisfaction related to the technology, revenue leakage, pain points, core deployment objectives, ROI perception, and likely budget trends in the next five years. The survey encompassed nine sub-media verticals including broadcasting (TV and radio), publishing, post production, advertising agencies, music labels, internet streaming, film studios and sports franchises. To view the full results of the study, download the Ovum report, A Content Everywhere Game Plan.