If you have asked yourself what the difference between a DAM vs. MAM system is, you are certainly not alone. The fundamental goal initially was to use a software system to manage all stored digital assets such as images, texts, licensing data and other sales and marketing related material. The very definitions of “manage” here are to store these assets, keep track of versions, make searching easy, enable collaboration, update webpages, ensure brand integrity and similar.
A software solution as described above is commonly referred to as a Digital Asset Management system ( DAM ) and, as such, becomes the centerpiece in any marketing and sales-related environment of the media supply chain.
With the introduction of rich media assets in media supply chains such as digitized video- and audio files, a similar system was required on the production side of the media supply chain. The media files in a production environment need to be ingested and stored, relationship between media versions needs to be maintained, logging and storing media files and metadata to enable fast search of scenes and clips in the editing environment. Also, transcoding media and metadata transformation and final delivery and packaging of master files are other examples of this type of media management.
MAM system also generally have some very specific functionalities and feature sets that is not expected from a DAM system. One such key functionality is being able to work and manage place holders for assets that has not arrived yet or are “offline “. Another unique MAM system feature is the support for incoming growing media files. A MAM system of course also needs to be prepared to integrate with existing scheduling in broadcast environments
The difference between a DAM vs. MAM system is found in the actual appliance, the functionalities required and what part of the media supply chain we need to manage.
A MAM or a DAM: What is best for you?
Once we have agreed on the difference between a DAM vs. MAM system, you need to ask yourself what types of workflows and business processes you need to improve? If your business process is post-production, you need to make sure that the solution you choose has the media management tools required for a post-production environment. If your “must-have” list looks something like below then you most likely need a MAM system
- Manual and automatic logging of media
- Cloud editing of proxy files
- Transcoding and preparation of media for editing and delivery
- Collaborative editing
- Review and approval of master versions
But if your asset management requirements expand into the sales and marketing environments, a DAM system is most likely what you are looking for. Your “ must-have “ list would maybe look like something like this.
- Media publishing and delivery
- Web Content Management
- Customer relationship management (CRM)
- Financial and business admin (ERP)
- Program planning and scheduling
- Project management and cross-team collaboration
So, at the end of the day, it is all about streamlining and optimizing your business processes and your media supply chain with the most efficient and appliable tools.
Many DAM systems today are also evolving by adding tools normally only found in traditional MAM systems. And MAM systems are adding DAM features in the same way. No matter the solution for you, it is important that your system of choice can be integrated with either a DAM or a MAM system already present if necessary. The solutions provided by Vidispine offers both the essential media management components such as VidiCore, Vidicoder and Vidistream to design your own unique solution – or applications ready to integrate such as VidiEditor, MediaPortal and VidiFlow.