Incorporate branded graphics and audio elements

Content is global. The increase in delivery platforms and the worldwide syndication of media means that the average video has to be delivered in multiple versions. Not only are numerous formats required, but each piece of media might also have to be tailored to a geographical area, a demographic, or an individual. How do you keep up with the increased content velocity while ensuring brand consistency?

Adobe recognizes that ensuring consistency across deliverables is a challenge throughout the industry and has enabled broadcasters and post-production companies to automate large portions of the workflow through third-party integrations.

Content consistency

This problem is most acute when creating promo content, which may have to be versioned hundreds of times. For example, a promo might need graphics for each day of the week, such as ‘This Friday’, ‘Tomorrow at 9 pm’, ‘Tonight at 9 pm’. Multiply this example across different regions, languages, and delivery platforms, and one video quickly turns into hundreds of deliverables, all needing the same consistency and feel. 

Traditionally, broadcasters have handled this problem with branding toolkits stored in multiple folders, which require time-consuming manual workflows. It can easily spiral into consistency issues when toolkits are updated or replaced. Adobe Creative Cloud enables businesses to create toolkits and distribute them across promo teams globally, all accessible through an Adobe panel in whatever application they are using. If an asset has to be updated, the graphics department makes the changes once in the shared library, and the toolkits are updated globally.

Content velocity

When creating short-form broadcast content, whether it’s for promos, news, or digital marketing, the biggest challenge is meeting tight turnaround times without sacrificing quality. Adobe Motion Graphics templates (MOGRTs), derived from the .mogrt file format, give users access to the power of After Effects inside Premiere. Once a motion graphic is created in After Effects, it can be exported, added to Creative Cloud, and be accessible to editors for use within Premiere. Allowing the editor to keep working within the application enables them to work more efficiently, including editors who do not have a deep knowledge of After Effects and motion graphics. 

Also, MOGRTs can be changed dynamically, without being touched by an operator. By simply integrating a master spreadsheet, alternative graphics can be generated automatically. There are many third-party integrations that take this one step further, such as auto-filling projects from API calls, CMS systems, and MAMs, and auto-transcoding or uploading to specific delivery destinations.