Media asset management (MAM) has often been used interchangeably with other asset management terms. While there are similarities across different asset management methodologies, a MAM system is unique in both its origin and how people use it to organize visual content.
Media asset management is the process by which people manage large audio and video files. It has long been a crucial piece of A/V production workflows, enabling various team members, from creators to editors, to store their audio and video projects in one location.
Traditionally, MAM systems have served broadcast and production teams by enabling them to manage large volumes of audio and video assets. But today’s media ecosystems fall short in many respects. That’s where Veritone Digital Media Hub sets itself apart, offering global, cloud-based access, seamless integrations, AI-powered search, and monetization capabilities.
As we delve deeper into this topic in future sections, feel free to skip ahead to the parts that are the most relevant to your needs:
- What are the key terms around media asset management?
- How is a MAM different from other asset management methods and systems such as DAM, BAM, and VAM?
- What are the common capabilities of media asset management software?
- How does Veritone Digital Media Hub differ?
What are the key terms around media asset management?
There are a few terms that are often used interchangeably when discussing media asset management. Media asset management system specifically means the actual platform, software, applications, or tools used to manage high-volume, multi-media content. This term is often abbreviated to simply MAM system, which refers to the same thing—the actual solution itself, rather than the concept of media asset management as defined above.
Another much broader term is asset management solutions. This term refers to the general market of asset management solutions, including DAM, MAM, BAM (brand asset management), and VAM (video asset management), which a company will research and eventually purchase to meet its asset management needs.
Regarding media assets, the term itself encompasses the concept, which we defined in our last blog on digital asset management. A media asset is a piece of content that comes in five key formats: images, audio, video, documents, or HTML. This term usually refers to the specific, individual piece of collateral that has been created. For media asset management, we’ll be focusing on audio and video content.
How is a MAM different from other asset management methods and systems such as DAM, BAM, and VAM?
To understand the differences between all of these different terms, let’s first understand what they are before we outline how MAM stands apart.
Digital asset management refers more broadly to the methods and systems used to help people store, manage, share, and distribute their content. Media asset management could be grouped under this term as a specific segment within DAM; however, MAM is more focused on managing audio and video content specifically.
Brand asset management (BAM), also a segment of digital asset management, is the process and systems used to manage all branded digital files and content. This branded content is managed and accessed by internal teams, who can repurpose, modify, and update it as needed. This can include logos, sales sheets, and other sales and marketing content.
Video asset management (VAM) is also a segment of digital asset management. You could even argue it’s also a subset of MAM. VAM specifically focuses on the storage and organization of video content, whereas MAM typically deals with audio and video content.
What are some of the common capabilities of media asset management software, and why do they fall short
Some of the top features that many MAMs have over other asset management systems include:
- Manual or automatic media logging
- Editing proxy files in the cloud
- Easy transcoding and file preparation
- Seamless collaboration for editing purposes
- Built-in review and approval of files
- Enabling subtitles
However, content teams today require something more than this basic media management functionality.
What today’s media teams really need
Modern media teams are juggling vast archives, tight deadlines, and multiple distribution endpoints. To meet these challenges, teams need these four capabilities:
1. Cloud-native architecture and integrations
Today’s teams require flexibility. They need to integrate with cloud storage, editing platforms, accelerated file transfer tools, and publishing systems. Prebuilt APIs and plug-and-play architecture are no longer nice-to-have—they’re essential.
2. AI-powered search and discovery
Manual tagging can’t keep up with the pace or volume of modern content production. Advanced metadata extraction and automated tagging powered by AI radically accelerate search, discovery, and reuse.
3. Collaboration, access, and security
Teams need granular permission settings for internal and external collaborators. Review, approval, and delivery workflows must be built in, and everything should be backed by enterprise-grade security.
4. Content monetization
The best technology doesn’t just manage content—it turns it into a revenue stream. Built-in eCommerce capabilities and licensing workflows allow organizations to capitalize on their media libraries.
How does Veritone Digital Media Hub differ from traditional MAM systems?
Veritone Digital Media Hub (DMH) redefines how teams leverage their media. It’s a cloud-native, AI-enabled solution designed for the complexity of today’s content lifecycle. Whether you’re managing news footage, sports highlights, educational media, or commercial video, DMH makes your content discoverable, usable, and monetizable.
With DMH, teams gain:
- AI-powered content tagging and metadata enrichment to help them surface and identify content faster.
- Seamless integration with cloud storage, editing suites, and delivery networks to make it more distributable.
- Granular access controls for internal teams and external partners to enable collaboration and connect with stakeholders no matter where they are located.
- Built-in workflows for content review, approval, and eCommerce licensing to drive new revenue streams.
- Scalable cloud infrastructure with white-labeled UI options so teams can customize it to their needs and brand.
- Enterprise security with 24/7 system uptime and vendor support to protect their valuable media.
Unlike legacy MAM solutions that only focus on storage or playback, Digital Media Hub offers an end-to-end ecosystem—from content ingestion to licensing—all under one intelligent platform.
Veritone has been innovating in AI and media technology for over a decade, helping clients evolve their workflows in broadcasting, sports, entertainment, and government sectors. With Digital Media Hub, organizations can move beyond media asset management and transform their operation into a strategic, revenue-generating content machine.
Discover how Veritone Digital Media Hub can help you streamline media operations, boost content ROI, and unlock the full value of your archives.
Contact us today to schedule a demo.
Related Reading:
What is Digital Asset Management (DAM) and How Can Orgnaizations Drive Revenue with their Content?
