As marketers and advertisers boost their campaigns with more video content today; there are several storage and archiving pointers for them to keep in mind to safeguard their video content; Luciano Escudero, VP of Media Engineering at Globant shares more:

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Tell us about yourself and your role at Globant.

I’m Luciano Escudero, VP of Media Engineering at Globant. I oversee all technological aspects and lead teams working with our media clients worldwide. I’ve been immersed in the media industry, specifically in streaming, since 2015, supporting our clients such as FIFA+, LaLiga, and TelevisaUnivision, among others on various projects. These projects range from video delivery optimization and data modernization to stack migration, client app development, and media workflow recommendations and optimizations.

We’d love to hear more about some of Globant’s newest innovations.

As you may know, Globant is an AI-first company, and we have been investing heavily in AI for quite some time, though initially in different areas. Recently, after being recognized by Google Cloud with the Industry Solution Services Partner of the Year Award for Media and Entertainment for two consecutive years, we launched our new Advanced Video Search solution. This innovation enables us to contextualize video assets, offering deeper insights into our clients’ content while optimizing the way searches are conducted.

In addition to this, we are also making significant investments in our white-label OTT solution for sports, which is offered by our Sportian team. This platform integrates several video workflow optimizations and applies AI to areas such as automatic closed captions, brand identification, and intelligent ad placement.

When it comes to our work with clients, our projects range from building recommendation engines based on cohort analysis and content similarities, to Smart Metadata Detection, codec optimization, Unreal Engine-based virtual production in the cloud, and porting CTV apps to new operating systems.

Specifically, how is Globant’s AI-powered advanced video search (AVS) tool set to enhance video workflows for media and marketing teams?

Our Advanced Video Search (AVS) product comes in different configurations, but the aspect that interests our clients most is its ability to integrate seamlessly into their existing video workflows with minimal effort. Our solution is built on an API-driven model, which can be efficiently integrated into any media workflow. It enhances metadata in a way that seamlessly connects with downstream systems like MAM, DAM, or VMS, where video assets are stored.

We also provide a quick UI that can help to check results and better understand the different outputs, as well as improve testing for different sets of assets.

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What do you feel are some of the challenges that media companies face when it comes to storing and archiving video content?

There are many challenges, but a few stand out. First, some archives lack any metadata, labels, or tagging, which renders these assets almost worthless. Additionally, the majority of archives don’t offer capabilities such as key moments or descriptions of specific events within the footage.

From a cost perspective, storing these archives without a clear monetization strategy can negatively impact profitability, especially for companies that could otherwise leverage this content in editorial workflows.

Now, companies are beginning to realize the importance of understanding what’s in their archives. This allows them to decide which assets should be cleaned up or moved to long-term storage, while categorizing them in a way that makes future discovery easy—without having to manually review each video. Furthermore, this process enables companies to identify assets that can be monetized immediately.

What top tips would you share with marketers and media brands as they move towards a system where video content is turning into a priority?

Prioritize deep understanding of your content by generating enriched metadata, which can later be used for personalization purposes.

Begin investing in AI and develop components that can be seamlessly integrated into media workflows. The next generation of media products will be enriched with AI-driven components, optimizing many aspects of automation and enhancing efficiency.

Start thinking creatively about the use for direct-to-consumer impact and personalization. In the future, discoverability will no longer be an issue, as content will be presented for users with high accuracy on what they want to watch.

A few thoughts on the future of martech and video marketing before we wrap up?

We are currently witnessing a major transformation in the media industry, driven by the shift from linear TV to streaming, and this change is accelerating AI adoption across the sector. Today, users can access any type of content, anytime, on any device, but this abundance of content can overwhelm them. In the future, with a deeper understanding of both the content itself and user preferences, we will be able to deliver the right content at the right time, through the most appropriate digital channel. I believe this will be the key differentiator moving forward, determining whether streaming companies succeed or fail in their direct-to-consumer value propositions.

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