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6 Compelling Reasons to Invest In Video Asset Management

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by Katie Oberthaler

6 February 2020

More users than ever are turning to video to consume content.

A study by Cisco predicted video would make up 90% of all consumer internet traffic by 2019, and with that boon means more and more brands are looking to invest in video marketing strategies. With 79% of consumers saying they prefer to consume videos about a product rather than read about it on a blog, the rise of video's popularity makes sense.

The move towards video means the companies involved in producing these assets are under pressure to get the job done. With the increase in workload, it's crucial video producers find a way to store, create, collaborate and produce videos strategically.

To do this, video producers need to look beyond gated solutions like Dropbox and Google Drive. More organizations are now looking to video asset management platforms that make it easier to access, edit and collaborate on all their video content and ensure compliance.

In this article, we’ll cover the struggles agencies are facing with video production, what video asset management is all about, and what makes up the ideal video asset management solution.

Why Many Agencies and Brands Struggle to Organize, Collaborate and Remain Compliant Around Their Video Assets

Running a successful agency means juggling lots of moving pieces.

With the rise in video production also comes a host of issues for agencies and brands. Producing videos requires organization where everybody can access and collaborate as a team. Beyond that, companies need to make sure they're following their client's branding guidelines, while maintaining a level of compliance.

On average, businesses now have 293 videos in their library. Keeping all of this content on an internal server or cloud-based solution like Dropbox can clog up storage. While tools like Google Drive seem to be a solution on the surface, all to often these systems fall short because:

  • It's hard to find files
  • There is no easy way to collaborate
  • Things have to be continuously edited and re-uploaded into the cloud
  • No easy way for teams to collaborate/comment and review

Beyond these reasons, internal servers and cloud-based storage systems like Google Drive aren't suitable for creatives working on a project. It takes a lot of time for them to search for files in the right format or know if a file is a draft or one that's been approved for publication.

So how can agencies make sure that their team members are accessing the video content they need, in the right format and right version?

The answer is Video Asset Management.

What is Video Asset Management?

Video asset management is an administrative system companies can use to organize and store a substantial amount of content in a single place.

A video asset management platform allows teams to:

  • Store all of your files so they can be accessed from anywhere
  • Make it quicker to find, share, collaborate and access any video file
  • Save precious time by giving your team all the info they need in one centralized library

Using a video asset management solution also helps with legalities around content compliance. A (decent) video asset management platform will make it easier for teams to produce videos while also sticking to legal restrictions such as copyright infringement. These functions are often automated, so creatives can spend their time producing, editing and collaborating on content, instead of focusing on legal issues.

However, like any tool, not all video asset management software is made the same. If you are looking to invest in the software yourself, there are some features you need to look for.

Want to learn more? Read how Linney updated their video asset management process to create a 12-hour turnaround time for video production.

linneyCase Study: Linney Builds a 12-Hour Multimedia Campaign Timeline for Retail Brands

Learn how the major UK agency create one video proofing environment for both internal collaboration and client review and approval.

Read story

What to Look for in Video Asset Management Software

A good piece of video asset management software helps teams do more than just store and find video files. Agencies and brands need security, transparency and a way to collaborate, review and approve creative not only in-house but for their clients.

Here are six features to put on your checklist when looking for a good piece of video asset management software.

1. Storage

One of the main draws for agencies looking to use a video asset management system is its storage capabilities.

Platforms like Google Drive and Dropbox are obvious options to store content. Yet video asset management software can give agencies a way to store terabytes of information in any file format.

For example, Ziflow allows agencies to store a wide range of static, audio and video file formats—even webpages can be stored. This means creatives can quickly create content from the most common project media types such as; AI, PSD, DOC, DOCX, XLS, XLSX, PPT, PPTX, JPG, JPEG, BMP, PNG, TIF, TIFF, GIF, PDF and a wide range of audio/video formats.

The software also tracks how much storage is being used.


The tracker means you'll always know how much storage space you have available, and how many proofs are in use at any one time.

2. Accessibility

The crux of any video asset management software is how accessible the platform is when creating a project.

A busy agency will have numerous projects in their pipeline at any time, so making materials quickly accessible can make a difference in how fast they're delivered.

To maximize a creative's calendar, video asset management software should offer a folder organization and the ability to search for files and content.

If you are managing a high volume of proofs for multiple projects, the best folder structure is easily adapted to the way you work. Using Ziflow, teams can manage creative projects by timeline, project type or even theme, while being flexible enough to accommodate any workflow.

An example of a folder organization in Ziflow

3. Collaboration

Successfully collaborating on a video takes more than a couple of back-and-forth emails.

As agencies become busier, emails and Google Drive suggestions just don't cut it anymore. To get the final product perfect, creatives need to have the tools to review, comment, collaborate and approve on any content that's in their pipeline.

Using video asset management software, teams can review and approve content while simultaneously sharing and collecting feedback. Collaborating on a single platform allows creatives to:

  • Speed up project completion
  • Eliminate back-and-forth feedback on channels like email and Slack
  • Have a greater knowledge of version control
  • Improve compliance by ensuring key stakeholders are involved in every step of a project

Let's see what all of this looks like on a real-life project.

Using Ziflow, creatives can collaborate on a project by adding comments and annotations while tracking feedback and action items. Everybody working on a project can also look at previous versions of a file to make a quick comparison and see its progression.


An example of collaboration using Ziflow

As every file is kept in a single place, creatives can progress with their project without worrying if they're working on the right file or version.

4. Speed

The speediness of a video asset management system is an essential yet overlooked function of the software.

However, the time it takes for creatives to find a file or collaborate across multiple platforms all adds up. If your team is using an inefficient workflow like this, it can eventually erode your business’s competitiveness, where speed and turnaround can make all the difference.

In an article about asset management, Quay Consulting argues that hunting for assets, or recreating them, is a hugely inefficient and costly exercise for businesses.

"The lack of a standardized approach can also lead to version control (quality) and third-party licensing (liability) issues, not to mention the cost of storing duplicated assets."

Plus, the speediness of a video asset management system can also be linked to upload speeds and encoding. A tool like Ziflow can dramatically improve processing speeds and help teams launch new video review and approval projects in minutes—not hours.

5. Security

Security is vital for creative agencies, especially when it comes to your client's content.

A video asset management system gives agencies a place to keep their digital assets secure, safe, organized. While cloud-based storage systems like Google Drive are easily accessible with a link, video asset management software adds an extra layer of security by requiring guests to authenticate before accessing a proof.

An example of the authentication required to access proofs using Ziflow

This not only reduces the number of licenses required for your clients, but it means you can add security when you need it. If you need to change security settings or lock files at a certain stage of proofing, security changes can be made instantly.

Any files stored on Ziflow are also encrypted data-at-rest and in-transit, and any online proofs are hosted through Amazon Web Services, which has a physical security program with multiple certifications, including SOC 1 and 2.

6. Integration

Integrations help you to transform your video asset management platform into a one-stop-shop for everyone on your team.

With integrations like Dropbox and Google Drive, a tool like Ziflow can trigger new proofs automatically when files are created or updated in cloud storage folders. Ziflow can also automate many of the day to day file sharing, organizational and conversion tasks that take up valuable time every day.

Platforms like Ziflow allow you to take this one step further and build custom integrations using its API key. You can leverage the API to integrate online proofing actions and notifications with commercially available applications that generate and accept API calls.


Ziflow's API allows agencies to build custom integrations that reflect their existing tech stack

Ready to Step Up Your Video Asset Management System?

Video content is being consumed at a rapid pace, so it's no surprise content producers need to answer the challenge.

While agencies and brands have traditionally looked to in-house servers to store and collaborate on projects, and more recently, cloud-based tools like Dropbox, these solutions are struggling to keep up with the pace. With a video asset management system, agencies have a way to store and collaborate on projects using a single piece of software

Teams no longer have the luxury of spending their time searching for content and dragging out feedback through lengthy email chains. In an industry where time is money, the question is—can you afford not to invest in video asset management?


Want to learn more? Read how Linney updated their video asset management process to create a 12-hour turnaround time for video production.

linneyCase Study: Linney Builds a 12-Hour Multimedia Campaign Timeline for Retail Brands

Learn how the major UK agency create one video proofing environment for both internal collaboration and client review and approval.

Read story

Strony od The Ultimate Guide to Marketing Compliance v2-4

The Ultimate Guide to Marketing Compliance

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