2014-04-June-Bearded-Juggler.jpgIt's a delicate balance to develop a hybrid strategy for Digital Asset Management. While Cloud SaaS solutions appeal to many organizations as a way to reduce costs and infrastructure, there are compelling reasons not to move all assets to the cloud. The secret to finding this balance lies in understanding what assets should be moved to the cloud and what should stay in-house.

SaaS and in-house DAM solutions have distinctly different approaches with each offering advantages and disadvantages, as previously discussed in “SaaS vs. In-House DAM - Which is Right For You?” A hybrid solution can provide a damn perfect balance of SaaS and in-house by leveraging the advantages of both solutions.

In-House DAM Workflows

Let’s consider a scenario where in-house DAM is the best choice:

A photographer returns from an assignment for a new marketing campaign with thousands of High Resolution (HiRes) raw camera images. The creative team ingests their Work In Progress (WIP) into the DAM. The fun begins.

The HiRes raw camera files and large creative, illustrator and InDesign need to be quickly and easily moved between internal groups by leveraging complex internal workflows and internal high speed connected networks. The final approved files are shared broadly to your external customers, while the thousands of outtakes are safely archived in a secure internal system.

A workflow can be developed specifically for that photographer that includes an ingest folder that automatically appends known and consistent metadata to their images. Additionally, IPTC, EXIF and XMP metadata is automatically extracted and ingested into the DAM. Thumbnails and preview images are automatically created upon ingest. In some systems the raw images can also be automatically transformed into standard jpeg format. The images are flagged for editing in the DAM.

The photo editor selects a few images as candidates for the campaign. The selected images are toned, cropped and routed to the creative team working on the campaign. The outtakes are archived and preserved in the DAM.

The creative team ingests their work in progress (WIP) into the in-house DAM. The WIP is shared amongst the internal teams to collaborate on the project to for approvals.

In-house DAM solutions are best suited for video, creative, marketing and image workflows where asset managers are responsible for a large volume of HiRes files. Internal teams depend on the ability to rapidly distribute and route these files to the appropriate team members for collaboration on the project. These complex workflows are tightly integrated with internal systems used for collaboration, designed review and approval for publication/release.