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3 steps to superpower your DAM system

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3 steps to superpower your DAM system

A digital asset management (DAM) system is a must have for marketing organizations. They can accelerate time to market, cut the work it takes to find the right content and get it approved, while providing a single source of truth and brand messaging.

That’s the promise, but the reality frequently falls far short. Don’t despair. Michelle Tackabery, digital asset management specialist at Oneida Nation Enterprises, has three simple things you can do to superpower your DAM.

1: Capture workflow processes

Tackabery defines workflow processes as, “What you do and how you do it and what steps have to happen in what order to keep all the plates and all your various projects spinning without dropping on someone’s head.”

Why capture them?

Digital asset management is a process whereby assets are ingested into a digital platform or tool. Then metadata is added to the assets, as are user rights and permission related to the assets.

“If you don’t capture how, what, when and where your team is creating marketing assets your DAM solution is not really digital asset management,”  said Tackabery, speaking at The MarTech Conference. “It might as well be a folder on a server, a file cabinet in the hall or a closet full of unused merch. It’s not doing anybody any good.”

But there is an easy way to capture all that, including what has to happen when and what stuff will stop if certain stuff doesn’t happen by a certain time. 

Dig deeper: We’re implementing DAM! Where do I start?

“All you need to start documenting how things get done is a Word document or an Excel spreadsheet or a PowerPoint deck,” said Tackabery. “If you don’t use Microsoft you can find images online of blank charts and print them out.”

There’s a feature in Microsoft Office called SmartArt that will get you the diagram you need. To get it:

  1. Open a blank document 
  2. Go to the insert menu
  3. Select the Smart Art icon 
  4. In the pop-up window click on ‘process’ option. 

That will show you a huge number of different graphics for capturing processes.

“The one I think that works well is the gear list,” she said. “I like the gears because they demonstrate how many moving parts are going on in a marketing project. Gears rotate in multiple directions and great project managers can keep them going in time to get the entire project completed.”

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Then you go around to each stakeholder and ask them what they do when creating or utilizing content, putting it all into the graphic you’ve chosen. An essential part of that is capturing all the dependencies – the things that must happen for the project to go forward.

Tackabery said there are only a few things you need to ask to get this information: 

  • Describe a project that almost didn’t happen. 
  • What was the first thing that held it up? 

Once you have all the information, make a process flow template out of each one for every type of project you deal with. This translates the gears sheets into step-by-step flowcharts that you will need to give to your DAM workflow specialist. 

“The good thing about these workflows,” said Tackabery, “is you can also use them to [show] to the larger organization, especially executives, what your team does and how it does it. 

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These workflows will be used by your DAM team to apply workflow rules both in the DAM and any tools you attach on top of it. As a result, files that go into the DAM will retain all the dependencies, usage rights, licenses, copyrights, permissions, and any other important information. 

Also, the team will be able to use this information to add information to archived assets they migrate into the DAM. That makes them searchable in the ways your marketing team uses them in their work. 

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This will let you control access to the DAM, while still letting others use its content.

You only need to give access to the DAM team and the few super users you may have. Everyone else can access it via tools available either from your DAM provider, from your existing digital media solution or other tools. 

Dig deeper: 6 strategies for using a DAM to manage modular content

“It’s a serious mistake to provide your entire marketing team access to the DAM,” said Tackabery. “Doing so treats the DAM like your existing servers and hard drives. Users are likely to treat the DAM just like a folder where they can create their own folders and files, recreating the process, processes and problems that brought you to the DAM in the first place.”

A DAM is first and foremost a content library and archive. DAM specialists possess expertise in  managing, controlling, and administering assets. People without that expertise shouldn’t be mucking about with the system.

But they still need to access its contents. Thankfully, because of its AI ready architecture, a DAM is built for integration via APIs and Agile workflows with tools that have existed for quite a while and that you already have.

Some of the tools it can work with are marketing asset managers, sales asset managers, enterprise content management platforms, marketing clouds, intranets, content management software, blogging, social media, and other native platforms that you just log into Via browser, calendaring project, asset managers, search engine indexers, semantic web platforms, supply chain and warehouse management, and your partners’ and suppliers’ tools. 

Not as complicated as it sounds

“So here is how you adopt or adapt any one of those tools to work with your DAM,” said Tackabery. “Ready? Pay attention because this is complicated.”

  1. Inside the setup or preferences section of your DAM is an option called API integration. Get an API key from that application. 
  2. Go into the same setup or preferences section of that other tool and get its API code.
  3. Copy that API key and paste it into the API integration box in your DAM. 
  4. (May be optional) You might have to press enter or submit. 

“After that you will need to step away from your desk and get a cup of coffee, because that was some hard, hard work,” she said. “Make sure to wipe your brow and look tired when you emerge from your office.”

This lets people  get marketing stuff in whatever app makes the most sense for them. “This little step is going to superpower your DAM. It’s going to make assets appear like magic in many, many places.”

3: Evangelize

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“This is about transforming hearts and minds, and it’s probably the most important step of all,” said Tackabery. “It is in fact the only way you can beat the bad odds that have plagued large scale enterprise software adoption projects for years.”

She believes the major reason enterprise software fails at companies is because nobody asked marketing to sell the projects internally.

“The latest statistics available are pre-pandemic,” she said. “So in 2019, ERP Focus reported that 60 % of enterprise resource Platform adoption projects failed. Worse yet 90% of users reported that their project failed to deliver ROI. That is Horrible. Of those 90%, 95% reported that they only spent 10% or less of their entire budget on education, training and change management. It’s shocking when you find out that failure happens when you fail to do something, isn’t it?”

Do what marketing is best at

Tackabery said the way to prevent this is using your best marketing people to evangelize your DAM.

“And I mean evangelize. I don’t mean entertain, enlighten, or even enervate. I mean evangelize as in preach, as in convert, as in turn into believers. Because you’re in marketing and that’s what you do every day.  You turn suspects into prospects and then you wake up tomorrow and you do it all again.”

This doesn’t have to be as difficult as it sounds. Each step you’ve taken makes the next steps easier. 

Capturing workflows and putting them into your DAM means you now have statistics showing how great your team is at using your DAM and how much faster projects are getting completed. You can use those to evangelize in executive dashboards, reports, infographics and newsletters. 

With the next step you have enabled the viewing, searching and attaching of assets in tools that others across the company can use. 

“Salesforce executives can find the presentation or logo or picture they need to show Off at Whatever meeting they’re in and not have to track down 12 people and wait four hours for it,” she said. 

Evangelizing means proving to people the DAM isn’t just another piece of software, it’s something that makes their jobs easier. Once they understand that, they’ll become evangelists.


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About The Author

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Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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