Role of digital asset management platforms in managing creative assets to achieve better Return on investment

Ad agencies and advertisers are using the digital asset management (DAM) platforms increasingly over the last few years. The major value benefit they achieve out of this technology platform is to reduce the redundancy of work, improve brand loyalty, improve the lead time and achieve cost savings. This white paper provides an overview of the DAM platform; a cost component involved in implementation of this technology, value benefits of the platforms and also highlights avenues from which return on investment can be achieved As the advertising landscape is dynamic and ever changing in nature, advertisers, ad agencies and third party support service providers have a duty to be aware of procurement trends in order to leverage the best out of technological advancements. With digital advertising and channels getting more prominent in both emerging and matured markets, the usage of digital technologies or platforms to achieve better Return on Investments is increasing lately. According to e-Marketer data the ad spending by advertisers on digital channels is expected to reach USD 138 Billion by end of 2014. Since the industry focus has shifted to digital, the effective usage of creative assets will help the advertiser/ ad agencies to advance in their advertising procurement maturity curve. A Digital Asset Management (DAM) platform facilitates advertisers/ad agencies to efficiently store, consolidate, manage, access, and allocate digital assets which include logo graphics, photography, videos, etc. This centralized system will help the advertisers/ ad agenciesto rapidly access the assets when they need them.