Content Management is not Asset Management

Gartner recently published one of their regular Magic Quadrant reports, this time on vendors in the Enterprise Video Content Management market.

In the report, Video Content Management is defined as delivery of content and not about managing video as an asset to extract the maximum amount of value from. This is important, because a Video Content Management solution only solves some of the challenges that companies will encounter with video but it is only one piece of the puzzle when putting together your media technology strategy.

Depending on your needs and ambitions for using media in your enterprise you will need to include different solutions from the Video Technology Map below. Just as you wouldn’t use your web CMS for storing your original marketing graphics material, a Video Content Management system is not ideally suited for storing your original video assets from marketing and product info shoots.


The Map is a primer to the world of video management to help you navigate the alphabet soup by showing what different solutions do, who they are aimed at and how they overlap.

Media Asset Management (MAM)

Moves and stores large amounts of content at highest possible resolution. Feature emphasis is on volume and enterprise functionality for organising and managing media. Solutions and systems in this space often have a background from large media corporations.
Stakeholders include Production Companies and Internal Content Teams, who will look to MAM for organised storage and archive material. Similarly, the Marketing and Product Communication departments will use the MAM to organise media and look for content reuse.
MAM may overlap significantly with Video Content Management and OVPs regarding transcoding and metadata features, but MAM solutions tend to be better at handling very large content volumes and diverse metadata sets.

Video Content Management

Tools for corporate activities, for example to capture video from web conferencing solutions and recording from webcams to a centralised service. These solutions often provide integrations with enterprise collaboration solutions, such as Sharepoint.
The main stakeholders are the Human Resources and Corporate Comms departments, who will use these for training, announcements as well as press and investor relations communications.
Overlap is mainly with OVPs, as both will be targeted to video delivery and communications, however, features offered by Video Content Management solutions mainly focus on corporate communications, whereas OVPs tend to be geared more towards customer communications. OVPs are therefore more likely to be used by B2C companies than by B2B companies.

Digital Asset Management (DAM)

DAMs have only been included on this map to clarify what they are not. Despite the name, DAMs come from an era when “digital” equalled images and they were therefore never built to handle video assets. Some may be able to store small video clips, but will underperform as soon as you try to store larger volumes of video content on them. This is both for technical reasons as well as from a feature completeness perspective.
The overlap with Production Tools is mainly around the image manipulation features you are likely to find in DAM solutions.

Production Asset Management

This class of solutions provide collaboration on production projects and storage of relatively large volumes of content that many people need to work on at the same time to tight deadlines.
Stakeholders include Production Companies and Internal Content Teams, but also Marketing Departments and Product Communication that need to review and approve material before final masters are created.
There is often some feature overlap with Production Tools around shot selection and media annotation functionality and with Media Asset Management solutions around video format transcoding and storage management.

Production Tools

Includes tools for planning, recording and editing; generally referred to as pre-production, production and post-production processes. The actual tools will vary and be anything from a smartphone to a cinema camera depending on what type and quality of content needs to be produced.
Stakeholders include Production Companies hired for specific productions, or Internal Content Teams responsible for internal productions, for example for training, product info and internal comms purposes.
Some of the production features from this toolset, for example simple cutting and media annotation functions, often overlap with those offered by Production Asset Management, Media Asset Management and Video Content Management solutions.

Online Video Platform( OVP)

Primarily aimed at content providers and media companies with an emphasis on treating content as a product. These solutions typically offer extensive features for analysing audience behaviours and customised video players across platforms and devices to provide the best end-user experience.
In enterprises these will mainly be used by Marketing and Product Communication departments for managing video communications to customers online and through social media. Corporate Comms may also use it for press and investor relations communications.
The overlap with MAM solutions is generally around format transcoding and metadata handling.

Content Distribution Network (CDN)

As soon as you distribute content to geographically distributed audiences, regardless of whether they are internal or external, you will want to use a CDN. They handle the last-mile-problem of delivering the media to audiences and ensure a consistent experience.
CDNs are an important part of an enterprise’s video technology landscape, but the features they provide are around technical delivery and therefore usually the focus of an IT Department or other technology-centric team.
CDN functionality overlap somewhat with that provided by OVP, specifically around audience and content analytics functionality; however, an OVP will always rely on a CDN to deliver media to the end consumer.