Central asset management - How funk and 3Q optimized content management
Are you pursuing a holistic video content strategy and still uploading your videos individually to all platforms? It’s high time you got to grips with central asset management. In the following, we’ll use the example of our customer funk to show you what central asset management is and how it can take your company to the next level in terms of content.
What is central asset management and how does it help funk in its daily work?
If you want to reach young target groups (ages 14-29) with content that is tailored to their needs, you need both creative and technical expertise. Young people – so they say – want to be able to consume content anytime and anywhere. A topic goes viral, you see a friend’s push notification briefly on your display, you’re just browsing Instagram – so you want to see the content on that topic on Instagram, too, and not have to search for it on YouTube first. Publishers must be able to offer this if they want to anticipate the customer journey.
The principle of funk works exactly like this: the same content, in this case the same video or audio file, is uploaded to different platforms. The content can be found on the creators’ YouTube channels, on Instagram, Facebook or Spotify, as well as on the funk.net website and in the media libraries of ARD and ZDF. With central asset management, content only needs to be uploaded once and is automatically distributed across all desired channels. The associated metadata can also be entered and changed centrally, so that the changes do not have to be adjusted manually on all channels. An example of this would be changing a video title: Without central asset management, the title would have to be changed manually on each individual platform
When does centralized asset management make sense for you?
Central asset management is especially useful if you want to upload and manage content on more than one platform. Central asset management thus simplifies the upload and management of video content. This way of working saves you time and money on managing your content: uploading and maintaining content is done in minutes. If publishers don’t have their own business intelligence, one look at the central asset management is enough to find out how well a certain content has been received by users, because views, number of likes or comments are all displayed there in one place.
Example funk: Requirements, solution and results
Funk is the content network of ARD and ZDF. funk offers online content for 14- to 29-year-olds. More than 60 funk formats from the areas of information, orientation and entertainment can be found on third-party platforms, such as YouTube, Instagram, Facebook, Snapchat and Tiktok, as well as on funk.net and in the media libraries of ARD and ZDF. Below are the requirements, the solution and the results of the collaboration between 3Q and funk:
Requirements/output situation of funk
Before funk worked with 3Q, the workflows for media distribution to social networks were not consistent, not automated, and lacked an easy-to-use CMS interface. So what was wanted was a consistent and automated workflow for distribution to third-party and social media platforms, as well as an easy-to-use CMS interface with customizable metadata fields. For the video player, funk wanted advanced and intelligent features, as well as a multi-device video playout. The ability to create, distribute and evaluate podcasts was also on funk’s list of requirements.
To meet this requirement, 3Q has introduced a cloud-based video CMS with automated workflows for distributing video and audio content. With this, videos can be transcoded and at the same time the metadata fields can be edited and customized individually. In addition, it is possible to import content that is uploaded directly to third-party platforms (e.g. as an Instagram story) in order to embed it on the funk website.
Results of the collaboration
In a joint use case, we found that funk was able to save up to 70 percent in time through the optimized workflows with the 3Q CMS compared to the manual distribution processes at the beginning. OnDemand video distribution to third-party platforms is now possible and, most importantly, content creators are more satisfied with the content delivery processes. The flexible CMS can be quickly adapted to platform changes. It also provides centralized management of all formats funk has published since the content network launched in 2016. Analytics data can be integrated into funk’s own business intelligence and evaluated there.