DAMn, I don’t get it… Part 2

Berlin – Neukölln. Saturday, sometime after 3:30 p.m.

9th Bundesliga matchday.

Borussia Dortmund against Hertha BSC. A pub decked out in Hertha blue and white, with a solid interior in rustic oak. I am wearing black and yellow Borussia socks and my faux tiger jacket. My back is to the regulars’ table, to my left a window sill full of kitsch bric-a-brac, to my right and keeping her distance Rosel, the barkeeper. I am looking straight ahead at the projector screen.

Borussia is in the lead with 1:0 at the moment. We’re still all friends anyway.

Right behind me is Günter, a Hertha fan.

While watching some kind of obnoxious commercial, we get to talk about my job. That’s fine with me. Looking back and forth between the screen and Günter, I am starting to talk about format development, film production, global shoots for companies, corporate, creation and then AdmiralCloud.

Thick clouds of smoke. The air smells like beer. Someone hits his fist against the slot machine.

In the stadium, the fans are going on a rampage.

“So I got that film stuff,” Günther summarizes, “but that tech bit… what’s the thing you’re doing there?”

“Well, it’s creative. Texts and marketing and stuff. It’s a media asset management system.”


Günter thoughtfully stares at the bread and dripping on his plate.

I stare at the projector screen.

Then I feel Günther’s gaze move up from the bread to the back of my head.

Hertha’s midfielder Lustenberger tackles his opponent, a little too motivated.

Please, no more questions, I think.

Günter takes a big sip of his local beer, Schultheiss. Feels like he’s giving himself a boost of liquid courage. Oh no, I think, don’t ask!

Götze passes the ball to Sancho.

“And what’s an asset?” Günter asks.

Sancho scores a goal.

I catapult from my seat.


My chair topples over and Günter jumps.

I shout more enthusiastically than the current mood demands. This is only the rerun of the 1:0, after all. The guy at the slot machine gives me a thumbs-up, eyes glazed. Stupid me returns the gesture. The commentator coolly: “Yes, that’s Sancho’s 1:0 from the 27th minute once again…”

Günter doesn’t say anything anymore, which allows me to wriggle out of the situation. Not my proudest moment for sure.

Seriously, I would have had no idea how to explain what an asset is.

What are digital assets?

Asset is a term that can be pretty confusing: Generally speaking, an asset is something of value, like stocks, real estate or policies. It’s primarily used in the financial sector. Digital assets, however, are files – images, videos or presentations that have value to a company. But what exactly is their value to a company? First of all, digital assets comprise information. But more importantly, they also make money for the company – if they are properly managed.

As a rule, digital assets are generated in a creative process. For instance, a graphic designer has developed infographics, a photographer has taken high-quality fashion shots, or a film production such as mmpro has made an innovative series of video clips for a company. In this process, the information value of the digital asset is created. In marketing lingo, that’s the content.

Content is strategically applied to marketing campaigns. It helps companies stage their products or explain their purpose. A catchy image, a captivating recruiting series or even a single sound snippet may make or break the sales success. Internal media, so media meant for a company’s employees, can also be digital assets.

“Where are the 2013 Press Ball photos? In the basement I think…”

At many companies, media such as the unused photos from a shooting, the comprehensive footage of a video production or historical archive material are stored without any particular structure on many different data carriers. Local computers, hard drives, flash drives, email attachments, servers, CDs – or even as printouts in a basement storage unit. They gather dust. Such files are useless and therefore have no value.

Another issue that gets lost this way is copyrights: Who was the photographer for the shooting? What were the licensing conditions agreed back then? Could we still use the photo or not? Nobody has the overview. So one thing is clear: Information is only of value for a company when it’s stored in a structured form and accessible and understandable for everybody involved.

Cleaning house: AdmiralCloud DAM lets your media shine

Our AdmiralCloud Media Asset Management helps clients save, organize, share and, with the , even edit files. Rights and licenses can be managed easily via AC as well. Content is available and searchable for all team members or specific user groups – and can be called up from anywhere. Clear media libraries, beautiful image galleries, presentations and entire campaigns can be created in no time at all. This makes media even more valuable.

“An asset? That’s valuable media content. Like the video of the 1982 Goal of the Year. That needs to be archived and managed well. You get that, Günther?”

About this blog series

part 3 – Enterprise? I feel like I’m the alien.