What is Media Asset Management? Why DAM should be more like MAM.

Why video is driving the need for more than DAM

Digital advertising accounted for nearly 69% of all media ad spend globally in 2024, reaching $667.6 billion. With 68% of consumers preferring to learn about products through video, brands are producing more high-resolution media than ever.

While digital asset management (DAM) platforms excel at storing, organizing, and protecting creative content, they have limits when handling video production workflow tools—especially for editing, transcoding, and detailed review. These gaps are what media asset management (MAM) systems were designed to fill.

What is a Media Asset Management (MAM) system?

A media asset management (MAM) system is a specialized video asset management software platform for storing, editing, optimizing, and distributing large media files, particularly high-resolution video and audio.

Traditionally used in film, broadcasting, and sports, MAMs are increasingly popular in marketing, where video plays a central role in campaigns.

Typical MAM capabilities include:

• Cataloging and metadata tagging of video assets

• Frame-level video review for precise feedback

• Multi-format media transcoding automation

• Large-file storage and retrieval

• Collaboration tools tailored for editors and reviewers

If these sound similar to DAM functions, you’re right—there’s significant overlap. The difference lies in the specialized video production workflow tools that MAMs provide.

DAM vs MAM: why organizations run both

Many organizations use DAM for general asset management and MAM for video-specific workflows. DAMs store all creative assets and enforce rights, but MAMs offer advanced video editing features, specialized metadata, and transcoding capabilities.

This dual-platform setup can:

• Create creative silos between teams

• Increase the complexity of cross-platform content collaboration

• Delay approvals and publication timelines

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The cost of separate DAM and MAM systems

Why integrated DAM + MAM is smarter

The answer isn’t running two systems—it’s a DAM with built-in MAM functionality.

An integrated platform like Orange Logic combines the general asset management of DAM with the video-focused tools of MAM, all in one environment.

Real-world example

A sports marketing team produces highlight reels in high-res video. In a dual-system setup, editors upload finished files to a MAM, then hand them off to a DAM for distribution—a process that takes hours and requires duplicate storage.

With integrated DAM + MAM, that same team edits, reviews, and approves in one system. Rights are automatically assigned, assets are transcoded for each social channel, and content goes live the same day.

FAQ

What’s the difference between DAM and MAM?
DAM is for managing a broad range of digital assets. MAM specializes in video and audio workflows, offering tools like transcoding, frame-level review, and high-res storage.

Why integrate MAM into DAM?
Integration reduces cost, prevents silos, speeds approvals, and gives teams a single source of truth for all asset types.

Does Orange Logic’s DAM include MAM tools?
Yes. Orange Logic combines DAM with full MAM capabilities, including video editing features, Adobe Premiere DAM integration, and media transcoding automation.

Conclusion
As brands increase their reliance on video, integrated DAM + MAM platforms offer the best path to speed, efficiency, and collaboration. Orange Logic’s approach combines everything in one place—so you can create, manage, and publish faster, without the cost and complexity of separate systems.