So what is the Double-D?
Double-D stands for Distribution and DRM. That is, the online distribution of video advertising and content in a way that ensures one's video assets are protected before they are distributed. Unfortunately, many advertisers and content providers see the two Ds as separate endeavors. But that can be a costly mistake.
Today's market forces have created a situation in which both distribution and DRM are of paramount importance and should be viewed hand-in-hand. Here's why:
- Major brands are using online video advertising in order to extend their brand message and reach a younger audience. The market is booming so much so that there is a shortage of video advertising inventory;
- As more of these national brand advertisers conduct online ad buys, their ads employ increasing amounts of SAG talent and copyrighted music, thereby driving up the value of the creative assets. Content providers must therefore be more aware of the legal implications with video content distribution than ever before; and
- More and more video (both advertising and content) is being downloaded and exchanged illegally over the internet.
As with any high growth market, the solutions can often appear confusing to advertisers and content providers. But the fact is that while the 'Double-D' is multifaceted and technologically complex on the backend, the front-end of the equation should be transparent and risk-free. Following are the three most important aspects of distribution and DRM that advertisers and content providers should be aware of:
1. RIGHTS
- Geography: In what markets (domestically and internationally) do you have the right to deliver this content? Is your online solution equipped to prevent video distribution to unauthorized and/or undesirable locations?
- Media: Across what media do you have rights to talent, music and imagery? In traditional Television, these rights were easy to enforce and control -- less so with the advent of cable -- and incredibly challenging with the millions of distribution points across the internet.
- Frequency: Do the rights you own limit the number of times your commercial or content can be shown? What about the number of months it can remain accessible? Are you able to track where and when your video goes up and comes down online with the same precision as you can in other media?
The Double-D Solution: A platform of products that gives content providers the flexibility to apply any number of business rules to every piece of video content to organize, manage and track that content locally, nationally or globally. What is watched and delivered in Germany for one price, may have a totally different set of rules than what is watched and delivered in France. The result is an incredibly easy way to organize, play and track all the important elements of a piece of video content.
2. PROTECTION
How securely are your video assets protected? Are you familiar with the process? Do you know that if your video is being shown using Flash video or within a Flash ad, it is completely, 100 percent at risk for pirating, misuse and duplication? Is your team staffed to monitor the backend technology of every site you run on? The barrage of these questions may seem ridiculous, but the wrong answer to any one of these questions means your video is not well protected.
The Double-D Solution:
A platform that utilizes Digital Rights Management (DRM) to encrypt and secure, ensuring that video is played when it is supposed to be played, who it is supposed to be played to and only the number of times it is authorized to be played. Unfortunately, security is something that most online advertising providers have not even thought of, not to mention actually provide. This is not trivial and should be thoroughly investigated if promoted by a company that has only been in the video space for just a year or two. Also DRM alone is not enough. DRM can lock the content but many simple implementations are the equivalent of locking a safe and leaving the key on top. The keys that unlock the content must themselves be protected and not handed over unless the user or viewer is properly authorized.
3. CONSEQUENCE
The financial consequences of distributing files that can be altered, distributed across non-negotiated channels and/or to non-negotiated markets can be a multi-million dollar (not to mention PR) mistake…far more expensive than the cost of due diligence and prevention.
The Double-D Solution:
A platform where advertisers don't have to worry about breaching contracts, stolen video content or even worse, altered video content being sent around the internet. Look for vendors that ensure the content is delivered to whom it is intended, when it is intended, the number of times it is intended and that it is never stolen and altered or sent around without permission of the advertisers
So maybe a better question instead of What's the upside of the "Double-D?," is "What's the downside of anything less?" We've been at this for over 20 years and have seen a lot of products and providers come and go as the industry has evolved. What has stayed constant amidst the market change is that this is an all-or-nothing game. You either understand your rights or you don't. You are either protected or at risk. You will either keep the lawyers out of your office or install a revolving door.
Any company distributing video in any way, shape or form must understand how to securely implement Digital Rights Management (DRM) services either in place prior to or packaged with their distribution plan. The promise to "transform the distribution and consumption of media" is great marketing. The act of transforming the distribution and consumption of media is great engineering and product development. If you've got content you want to distribute, the odds are you're already a great marketer. How's your development team?
Stephen Condon is vice president of marketing for Entriq. Read full bio.
