New research findings 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 study was conducted by Ovum and commissioned by MAM solutions supplier Avid.
Of the 125 global media leaders surveyed, 66 per cent said that they lowered multi-platform distribution costs, 50 per cent reported improved collaboration, and 54 per cent enabled new revenue streams using MAM technology.
“Many content production and broadcasting infrastructures are built on disconnected solutions that lack the agility, scalability, and efficiency needed to monetise assets across every stage of the content lifecycle,” stated 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.”
MAM can deliver strong ROI and revenue growth, the survey concluded, with 82 per cent of media leaders seeing MAM delivering more than 10 per cent of ROI. The ability to quickly introduce new online video services has resulted in an average revenue increase of 17 per cent on these new platforms, and half of media executives plan to increase MAM spending over the next five years. A similar number of respondents saw improved delivery of personalised content on connected devices.
MAM can also help company’s to reduce costs: the survey found, on average, media organisations are reducing multi-platform distribution costs 19-20 per cent with their MAM deployments. The Ovum study also found that unified MAM systems are enabling media organisations to maximise content monetisation and generate tangible benefits for advertisers in the form of contextual advertising, by delivering content across multiple screens.
“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,” said Kedar Mohite, senior analyst, media and broadcast technology, Ovum. “By deploying a unified MAM system, media enterprises can streamline multi-platform asset distribution and monetise premium time-based media assets on multiple non-linear channels.”
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.