With 60% of marketers creating at least one piece of content every day, it's becoming increasingly challenging for organizations to effectively organize and manage their growing libraries. This detrimental problem has caused a variety of solutions to emerge, ranging from simple file repositories to enterprise-level digital libraries. But, with each vendor offering similar-sounding features, it can be difficult to nail-down which solution is right for you.
Since its inception, digital asset management (DAM) and media asset management (MAM) have often been referenced interchangeably. After all, with only a one-word difference between their names, it can be easy to confuse the two. But, while their names, and even definitions, are similar, their functionality is tailored to very different markets.
DAM and MAM Definitions
To understand the difference between DAM and MAM, a good starting point is to look at the definition of each:
ImagenVP defines a media asset management system (MAM) as:
“A single repository for storing and managing video and multi-media files.”
A MAM is used to manage and distribute large-sized media files, typically focusing on time-based assets like videos and audio. It’s most frequently used by the broadcast industry to manage large video clips.
TechTarget defines a digital asset management system as:
“A system for organizing, storing and retrieving rich media and managing digital
rights and permissions.”
A DAM is used to organize and distribute media, visuals and content, typically focused on brand and marketing-related assets. It’s usually owned by the marketing team but can be accessed by multiple teams, including sales, product management, communications, and partners.
Let’s take a look at each in more depth:
Media Asset Management (MAM)
Media asset management emerged as a video and audio management solution for the television and movie industry. With production and distribution workflows focused specifically on building long-form (20 minutes or more), time-based content, its often the solution of choice for organizations dealing primarily with large-sized videos. As MAMs focus primarily on video, they also often have the most comprehensive integrations into the tools that video production teams are already using.
While a MAM provides in-depth management of video, it’s lacking the ability to effectively manage, preview and distribute smaller files, like documents, images and work-in-progress files. This means that, while it’s a great solution for production teams, it’s less viable for marketing and creative teams, who require the wider breadth of management capabilities that a DAM can provide.
Key Features of a MAM include:
- Storing and managing large-format video and audio files
- Workflow management for video creation
- Providing permission-based access to content
The Bottom Line
A media asset management solution (MAM) is best for teams with a heavy focus on long-form video and audio content, with minimal use of other visuals, like images and design files.
Examples of Media Asset Management Systems
Digital Asset Management (DAM)
A digital asset management system is an integral part of the media content creation process, helping marketing teams organize, collaborate on and distribute their visual media from within one central library. By providing a single-source-of-truth for all the important visual content within an organization, a DAM reduces internal bottlenecks and improves brand consistency across all channels.
With a DAM, users can manage nearly any type of digital file. From within the system, users can perform a variety of functions, including re-sizing & re-formatting their media, tracking usage history and sharing large files easily with external parties. A DAM also provides organizations with increased media security, such as user permissions, compliance regulations, recovery and geo-replication.
While a DAM provides great functionality for managing a wide breadth of digital assets, including video, it isn’t tailored to address the needs of the broadcasting industry in the way a MAM is. While a DAM can provide some management and workflow options for video, a MAM is specialized in delivering workflows specific to high-volume video production.
Key Features of a DAM include:
- Storing and managing brand and marketing material (photos, videos, etc.)
- Enriching assets with custom metadata, such as keywords
- Version control and history tracking for all media assets
- Manipulating assets into other forms, such as file type or size
- Access permissions for internal and external users
The Bottom Line
A DAM is best for companies that need a better way to produce, store, collaborate on, share and distribute large amounts of marketing content (photos, videos, audio, etc.)
Examples of Digital Asset Management Systems
Does a DAM sound like a better fit than MAM? Use our self-assessment quiz to analyze your organization’s need for a digital asset management system.