Everyone searches online before making any travel plans. And thus the travel and tourism industry is betting big on digital advertising. In the digital ad space, some of the major spend areas in the coming years will be programmatic and dynamic creative optimization (DCO) and particularly in the travel industry photos and videos are the most common types of content assets being created and promoted.
This makes it crucial for travel brands to invest in a powerful Digital Asset Management (DAM) system that allows them to maximize their brand management potential. A good DAM goes beyond a vanilla image library to catalogue and maintain repositories of media files like photos, videos and audio.
To qualify as an enterprise-grade Digital Asset Management system, the product must:
- reduce duplication of an organization’s assets by offering to become a single source of truth
- provide storage capabilities for different file types like photos, videos, graphics, presentations, audio files, company’s brad assets and elements
- support storage of different sizes, formats and layouts
- offer tools for organizing assets, updating and managing versions, and user roles and permissions
- allows users to tag and search files based on keywords
It becomes an added advantage if a DAM comes integrated with a Creative Management Platform (CMP) like Mediawide that offers additional capabilities for editing, reviewing, batch processing and publishing of assets to various distribution channels. The Mediawide CMP is integrated with some of the worlds’ leading DAM solutions like Adobe Experience Manager (AEM), Alfresco, Opentext and Nuxeo offering clients a choice of DAM that best suits their organizational needs.
Six DAM + CMP Benefits in Travel & Tourism Industry
- Time-to-market
- Resize, re-purpose, re-use
- All media – print, web and video
- Volume production
- Empowered teams
- Low cost
Programmatic and DCO are new age digital advertising tactics that work on real-time targeting of individuals with most relevant and contextual content. Creating multiple ad variants for these campaigns can be tedious, repetitive and time-consuming. Instead, a CMP uses a template and creates multiple derivatives of it by automatically picking the most relevant image or video from the DAM to include with the promotional offer and ad copy and delivers targeted ads to your audiences.
A CMP works on the principle of ‘create-once-use-many-times’. The Mediawide CMP has in-built tools for dynamic re-sizing, element anchoring, area of interest cropping, white space rules, font equalization and flexifit rules to set your content size, leading and kerning without compromising the readability of your promotions. These features help designers save time and effort on creating multiple variants of the same asset and move faster from campaign to campaign.
Even though web and video are fast gaining popularity print is still not dead. Print media continues to remain an important marketing channel for global travel brands. Hence, investing in a DAM that supports print marketing file types and a CMP that can deliver print-ready files preferably, with language translation, directly to the local printer is crucial to a travel brand’s omni-channel marketing campaign success.
The batch adaptations capability of a CMP wherein a simple excel file upload signals the shell template to pick the variable assets from a DAM and produce thousands of adaptations from a single creative makes it easy for travel brands to move from channel to channel, on multiple devices and various geographies. With brand consistency intact, travel brands can easily distribute targeted across their partners’ network, booking sites and Google Display Network (GDN).
With so much content and so many project involving multiple dispersed teams of designers, marketers and stakeholders there could be various bottlenecks in the process. Teams can quickly advance their pipeline with an integrated workflow management system that allows proofing, reviewing, commenting and approving of assets to deliver projects within estimated timelines.
Experience a better ROI on your creative assets by reducing the cost of production money spent in adapting, localizing and personalizing these assets by hiring local third-party agencies or regional design teams.
Managing creative assets may sound simple, but it’s really more complex than just ‘parking’ your videos and photos in a folders. To succeed, it takes a partner with the right infrastructure of a DAM and CMP and the experience to support worldwide access, security, training and customer support needs that ensures all users are happy.
