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Illumination Series

Spotlight on Cloudinary

  • Illuminaiton Series Cloudinary article

The Illumination Series is a collection of independent MarTech product reviews that are designed to provide insight on interesting technologies. Each article focusses on a single supplier and allows vendors to share their thoughts on the state of MarTech, as well as the key features and benefits of their platform.

In this edition, we talk to Cloudinary; who’s innovative platform allows developers and marketer to quickly and easily create, manage and deliver their digital experiences across any browser, device and bandwidth. Here’s what they had to say…

Optimove website screenshot

What is your core product offering?

Cloudinary’s media experience platform is used by more than 7,000 companies and over 700,000 developers, to manage and automate highly performant rich media, and deliver visually compelling experiences for their websites, mobile apps, and marketing campaigns. Cloudinary’s Digital Asset Management solution is a modern DAM powered by AI, providing organisations with a single source of truth and making it easier for teams to store, transform, and deliver rich media assets.

The platform uses AI and advanced image and video processing capabilities to enable developers, marketers, creative teams, media publishers, and e-commerce digital teams.

Feature Highlights include:

  • Automatic transformation of images and videos in real time to any responsive size, with automatic formatting for optimised delivery to every device and browser
  • Advanced AI capabilities for auto-tagging, content-aware auto-cropping - using deep learning, auto-quality, auto-format, face detection, object detection and background removal, celebrity detection, OCR, auto-transcription, and more.
  • Dynamic digital asset management with built-in collaboration features and powerful self-serve media editing capabilities to enable efficient asset workflow across all your teams - marketers, creatives, and developers
  • Rich video capabilities, including a highly customisable HTML5 video player
  • Extensive set of effects and transformations for images and videos
  • High performance multi-CDN delivery of rich media
  • REST APIs for media upload, transformation and delivery
  • Technology integrations with Adobe, AWS, Google, WordPress, Salesforce, Shutterstock, and more.

Cloudinary website screenshot

WHAT SHOULD WE KNOW ABOUT CLOUDINARY AS AN ORGANISATION?

Founded in 2012, Cloudinary is headquartered in Santa Clara, California, and has offices in the UK, Israel, Poland and Singapore. The company has more than 7,000 customers and 700,000 users, across nearly every industry around the world. Company recognitions include being named in the Forbes Cloud 100 in 2020 and 2019, being named a Best Place to Work in the Bay Area and being listed on the Forbes 2020 Best Startups in America. Cloudinary and its DAM solution has been included in top vendor reports and shortlists by Gartner, Constellation, Research in Action and many others.


WHO ARE YOUR CLIENTS?

With over 40 billion assets managed in the cloud, Cloudinary powers digital experiences for iconic brands including AMC, Bleacher Report, CNN, Conde Nast, DoorDash, Forbes, HelloFresh, Hinge, Neiman Marcus, NTT Resonant, Procter & Gamble, StubHub, Ted Baker, trivago, Under Armour, Virgin, Walmart Labs. Cloudinary customers span multiple industries - Retail, including iconic sports apparel and fashion brands, Media, including leading news and entertainment brands, Technology companies, AdTech companies, and Travel and Hospitality.


WHAT MAKES YOU DIFFERENT FROM OTHER VENDORS IN THIS SPACE?

In the Digital Asset Management space, Cloudinary has reimagined the modern dynamic asset management platform to go beyond simply storing and sharing assets, by providing AI based automation to generate highly optimised assets from the master, for direct delivery from the DAM to any channel, device, or browser. This ensures the DAM becomes a true single source of truth for the organisation from asset creation through to consumption. Our headless DAM capabilities ensure that it can be integrated with other systems in the Martech stack, such as PIMs, CMSs, CRM, and Marketing Automation.

For websites and mobile apps, Cloudinary’s feature rich media platform provides the highest performance for fast loading digital experiences, without compromising on visually perceived quality. The platform’s on-the-fly automatic transformation capabilities for images and video, enable e-commerce sites and media publishers to speed up the time to go from photo-shoot to web-ready assets, personalise media for marketing, improve the quality and consistency of user generated content, improve engagement and conversions, add overlays, watermarks and effects, and launch marketing campaigns faster.


CAN YOU OUTLINE THE PROBLEM THAT YOU ARE TRYING TO SOLVE WITH YOUR PRODUCT?

Rich media is critical to customer engagement and conversion for brands, but at the same time, ensuring highly performant media on every device and viewport is incredibly complicated. People are 50% more likely to abandon websites and mobile apps if they experience slow load times or have difficulty viewing content. Cloudinary automates image and video management at scale, and offers an elegant, feature rich solution for web and mobile developers to handle every rich media need. Further upstream in the process, creating rich media assets for product pages, news stories and marketing is an incredibly inefficient workflow in most organisations, requiring multiple round-trips and handoffs between creative, marketing, and development teams. Cloudinary automates much of the busy work for these teams - ensuring that rich media assets get to market faster.

For example, Bleacher Report says “Speed to market is paramount for our video highlights solution. We are now able to deliver sports highlights within minutes.” Leading dating app Hinge was able to decrease user profile churn by 10% as a result of using Cloudinary to simply profile picture and video upload. Top ticket marketplace StubHub was able to save tens of thousands of hours of manual editing of images in Adobe Photoshop, by automating with Cloudinary.

Cloudinary website screenshot

WHAT CAN WE EXPECT NEXT FROM YOUR PRODUCT?

Cloudinary loves getting input from customers and prospects to influence our roadmap and we publish our roadmap publicly so everyone can provide input. Data analytics on rich media consumption will lead to insights that benefit marketing. This is an area of focus on our roadmap, as are enhancements in our DAM product, along with investments in AI and machine learning, to provide advanced media automation.

Cloudinary website screenshot


WHAT DO YOU FEEL IS THE BIGGEST TREND IN MARTECH AT THE MOMENT?

Digital experience is everything for marketing. Many products in the martech stack use rich media that is customer facing, and yet, there is a need for a “best-of-breed” dynamic media experience platform, that integrates across the tech stack to ensure rich media looks good and loads fast on every channel, device and viewport. We believe this will lead to a trend to integrate a headless media management platform across the martech stack, and in fact, are seeing this play out with our technology partners; with Cloudinary integrations requested across PIMs, CMS, CRM, Marketing Automation and creative tools.


WHAT DO YOU SEE AS THE BIGGEST CHALLENGE FACING A MARKETER TODAY?

Visual experience is critical to engagement and conversion for marketers, and yet, tools for ensuring rich, performant media experiences are fragmented through the martech stack. Having a single media management platform that can act as a DAM and as a media delivery platform, integrate with all systems, and be used across all digital properties, social media channels and omnichannel marketing campaigns is becoming more essential than ever for every organisation’s martech stack.

If you want to read more about Cloudinary, please visit www.cloudinary.com/



NEON are an independent MarTech consultancy that help brands make MarTech work. The Illumination Series is not an endorsement of any vendor. If you would like to know more about how NEON can help select, implement, integrate or operate MarTech environments, please get in touch on hello@neonconsulting.tech