combining digital asset management and asset rights clearance
TRANSCRIPT
Combining Digital Asset Management &
Asset Rights Clearance
Agenda Content management challenges
Role of asset rights clearance
Demo
Summary
Q&A
Presenters
Gregg Guest
VP of Product Management
Davina Erasmus
Product Marketing Manager
The Customer is Everywhere
The audience is spread across channels They have diverse needs
over diverse channels
Meeting the needs of customers means being on the channels they are on
Working across channels means having the correct assets for the medium
The audience is spread across channels They have diverse needs
over diverse channels
Meeting the needs of customers means being on the channels they are on
Working across channels means having the correct assets for the medium
Do you know which of your assets can be used on each of these media?
Experience is Everywhere
…and WANT to talk about them 60% more Source: Dr. Thomas Gilovich, Cornell University
Consumers talk ≈25% more about experiential than material purchases…
Do you know if that immersive Christmas experience you created 2 years ago can be reused in this year’s campaign?
Brand is Everywhere
Digital businesses succeed by embracing dynamic ecosystems of value Source: The Future Of Business Is Digital, Forrester
Digital businesses succeed by embracing dynamic ecosystems of value Source: The Future Of Business Is Digital, Forrester
Do you know if that great Brand banner you made with Celebrity X can be used on third party sites?
Product is Everywhere
Market your product where it stands Marketers are trying to
engage customers and communities to help build product desire and loyalty
Community created content adds a new dimension to the complexity of managing whether content can be used
Market your product where it stands Marketers are trying to
engage customers and communities to help build product desire and loyalty
Community created content adds a new dimension to the complexity of managing whether content can be used
Do you know which assets and which channels you can share your community-created content on?
Content is Everywhere
Ensure that your product can talk for itself Intel Free Press, https://www.flickr.com/photos/intelfreepress/6462065807
Do you know if you still have the rights to the assets that the product box links to?
Digital Assets are Everywhere
Producing engaging content requires more digital assets
Marketers and content creators are under pressure to build, buy and source more assets at a higher pace
Digital assets, and the channels they are used on can be more transient, requiring: Shorter-lived assets Faster refresh on assets e.g. updates based on current affairs
High quality assets are expensive and many organizations choose for limited time, distribution or
channel-usage licenses to reduce costs
The increased load can lead to loss of control over what assets can be used by whom, when and where
Not just for assets purchased but also for assets created in-house
More assets need more control
Who is affected? Marketers and content creators
Need to create compelling and engaging content now, and will use what is at hand
Want to be able to buy once and reuse when needed as needed Their main need is a simple process that helps them comply
Legal Council and Finance
Need to ensure that the company is not in infringement of any laws Need ability to audit and prove that asset usage is as prescribed Want to optimize the cost of asset acquisition and usage Want to avoid fines and costs associated with infringement of copyright and IP
laws
PRODUCT, CONTENT, ASSETS ARE EVERYWHERE & REQUIRE MORE CONTROL …BUT IP NO LONGER CONFORMS TO STANDARD BOUNDARIES
TODAY’S INNOVATION IS TOMORROW’S IP
THE EVER GROWING COMPLEXITY OF IP
LITIGATION IS THE RISK OF NOT PROVIDING THE CONTROL AND NOT MANAGING THE COMPLEXITY
Source: Wall Street Journal, The Hollywood Reporter, the drinks business, THE INQUISITR NEWS
Michael Jordan – was awarded $8.9 million from grocery
store chain for invoking his name without his permission
Lionsgate – sued for $10 million by Jillian Michaels for
breaches in content distribution on YouTube
Sirius XM – agreed to pay $210 million to settle a case
with major record labels over oldies music the company
has aired
Diageo – $50 million relicensing deal based on sales
infringement
HOW DO YOU PROTECT YOUR COMPANY?
Digital IP Usage Rights
Step 1: Tie assets to rights information
• Understand how and where the associated contracts are managed • Paper or electronic • In a contract management system • In a rights management system • Centralized or distributed across
groups
• Gain control of inventory • What are the sources & where are
they stored • Move assets from the file system into
a database-based system such as a DAM.
METADATA IN THE DAM?
• Straightforward way to document high level rights information
• Can be leveraged for simple rights that don’t compound (eg – what country can the asset be used in or when does the asset expire)
• But… does not scale to more complex rights that compound (eg – when can the asset be used in country x, when in country y, what formats in each, and is there an embargo anywhere)
• As assets proliferate and their contractual rights and restrictions get more complex you will need a flexible rights data model that can easily give control to the user while maintaining compliance, and that can adapt to future business requirements
A FLEXIBLE RIGHTS DATA MODEL SUPPORTS
• Compound rights definitions that tie multiple assets together
• Multi-dimensional rights configuration which allows for a particular right to be tied to a series of uses or methods, e.g. “Print rights through retail channels in the U.S. and Canada”
• Windowing and date restrictions allowing for granular carve out of specific formats, territories and channels during specific date ranges
• Financial and other obligations tied to specific combinations of products, distribution channels, territories, etc.
DEALING WITH COMPOUND IP
To get to market you need to know the “Rights to Use” at the lowest levels and across multiple attributes such as Formats, Territories, Channels, etc.
Product Strategy and revenue potential drives the design of new forms of IP.
Compound IP is made up of multiple assets such as author content, photos and more… all with different rights & restrictions
HOW DO YOU PROTECT YOUR COMPANY?
Digital IP Usage Rights
Step 2: Automate Real-time Clearance
• Provide easy access to users from your DAM to determine usage rights for one or more assets identified for use including exceptions
• Clear assets real-time • Determine & acknowledge payment
obligations for asset usage
ADAM DIGITAL ASSET MANAGEMENT+ FADEL ASSET RIGHTS CLEARANCE
Usage Rights
ARC connects digital IP data with usage rights information real-time in the Cloud
Clearance Accelerated asset discovery
and clearance
Faster time-to-market with less compliance risk
New Cloud Offering for Digital Asset Management, Rights Availability & Clearance
Digital IP
Analytics Rich data around IP clearance
& usage
Business intelligence & visibility to marketers
Let’s Recap Digital Assets are everywhere
Increased number of assets
Results in increased need to control what can be used where and when
The problem affects marketers & content creators But also legal and finance
ADAM Digital Asset Management combined with FADEL Asset Rights Clearance automates the
management of asset usage and ensures compliance Faster time-to-market with the ability to quickly identify and clear assets for use in products or campaigns
A mitigation of compliance risks and potential litigation
Productivity gains with the streamlining of the process of discovering assets
So customers can get back to focusing on creating engaging and immersive experiences on- and offline
www.fadel.com
@FADEL_IPM
Questions?
www.adamsoftware.net
@ADAMSoftware
