Digital Asset Management

Digital is a term used to describe binary data; an asset is anything considered valuable; and management is the process of controlling. Taken collectively, digital asset management (DAM) is the organization, manipulation, and control of media files in a database. The advent of the computer has changed the standards for creating documents, artwork, and multimedia. Many forms of media can be created and manipulated through computer programs. Internet growth, too, has emphasized the importance of using images to sell items or attract visitors to Web sites. Increasing use of digital media has made it important for organizations and individuals to find the means by which to manage it.

DAM systems were created as a method for labeling, tracking, sharing, and inventorying important data of various digital types. The functionality of DAM is found in its ability to organize information and make it accessible to many different sectors of business while reducing expenses, time, and effort. Possessing a combination of a searchable database and Internet/Intranet connectivity, DAM enables companies to use Web browsers and networking to access items from remote offices or computer terminals. Web pages created by DAM systems present an easy way for digital items to be shared, browsed, and searched from remote computers with access to the Internet. The application itself acts as a tool for storage and retrieval. Finding a fit between management objectives and the application software functionality becomes important when selecting a DAM system.

Synonymous with media assets, digital assets encompass text, images, audio, video, and almost anything capable of being created with or captured through the use of a digital camera, scanner, or computer. Once a piece of media is produced, DAM systems can save money and time by automating handling procedures. Due to the functionality of the software, there is a reduction in the amount of labor required to locate specific assets. By typing asset identification words into the DAM system, an actual image, or a thumbnail image that is smaller in size, returns to the [Page 134]client station, completely removing the physical task of finding items. The digital nature of the media allows for easy re-purposing, ultimately saving time and increasing workflow efficiency. A copy of the digital media can be utilized for a project or development, then used again. And, if anything were to happen to the actual assets, an image could be presented to insurance companies for reimbursement.

According to Teri Ross, owner and president of Imagine That! Consulting Group, there are five category types of DAM systems, ranging from the simplest to the most complex. As the asset management objectives increase, DAM software features also increase, enabling almost any task to be handled. A desktop system, the simplest of the DAM application categories, is appropriate for smaller objectives. Such systems are capable of organizing smaller compilations of data, and often provide only a thumbnail image with reference information for the actual asset. Advancements in the second category of DAM applications, called a collaborative solution, include features that support communication within the management process and allow media files to be shared across a network.

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