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Buzzfeed's Branded Creative Team Supercharges Branded Content

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Buzzfeed's Branded Creative Team Supercharges Branded Content CASE STUDY BuzzFeed’s Branded Creative Team Supercharges Branded Content Production with StorNext BuzzFeed needed a shared storage system to keep up with production schedules for its branded content campaigns. The answer was a Quantum StorNext appliance- based system that combines storage area network (SAN) with network-attached storage (NAS) and preserves flexible options for future growth. Quantum StorNext shared storage has dramatically increased our productivity by “letting our editors collaborate in real time, so they can focus on creative ideas instead of fighting with technical limitations. Richard Klopfenstein Post Production” Technologist, BuzzFeed FEATURED PRODUCTS LOOKING AT ALTERNATIVES software—288 TB of disk storage, 10 GbE “ One key differentiator FOR SHARED STORAGE NAS connections used by some 25 editing to BuzzFeed’s branded The team knew they needed a shared storage workstations, and 16 Gb Fibre Channel content success is system to improve workflow, so they evaluated connections for the high-performance several different approaches and spent nearly finishing work. The new system holds all the that they manage their two months creating a proof-of-concept work in progress, provides bandwidth for business using real-time test for a NAS-based workflow solution. The transcoding, and has the capacity to store performance metrics, experience with that system, including its finished work, making it easy to reuse existing and need to be able to content for new ads. performance and scalability limitations, led manage their storage the team to remain open to alternatives. They IMT and Quantum’s solution instantly improved system the same way. looked to IMT—a Los Angeles area integrator the way branded content is created and with extensive experience in helping digital StorNext Connect lets managed. “Quantum StorNext shared storage media organizations modernize workflows— them do that.” has dramatically increased our productivity for help in selecting the best solution. “IMT by letting our editors collaborate in real time, Jason Kranitz, suggested that we look at Quantum StorNext, so they can focus on creative ideas instead of SVP Sales, IMT but we were reluctant at first,” explains fighting with technical limitations,” said Richard Dan Munger, Video Technology Manager at Klopfenstein, Post Production Technologist. BuzzFeed. “We thought of it as being SAN “StorNext gives us the high-performance only and complex to set up and manage. Part transfer speeds and playback resilience we need That was where the IMT Lab came into play. IMT said we could test the system with our of what we are committed to doing is getting to deliver content to our clients on schedule. By technology that supports our model—and that data in their lab and they could set it up in a day. removing any user experience issues, it directly means avoiding solutions that require lots of increases our ability to delight our clients. At the admin time.” “ Dan Munger – Video Technology Manager, BuzzFeed end of the day, our users 100% prefer Quantum to the previous workflow.” ” TEST LAB MAKES EVALUATION FAST AND EASY BuzzFeed is the world’s leading tech-powered across BuzzFeed’s platforms. Branded content ONGOING RELIABILITY AND ABOUT BUZZFEED IMT revealed that StorNext offered more media company, with a cross-platform news and is an important element in the BuzzFeed MANAGEABILITY CRITICAL solutions than the BuzzFeed team realized. BuzzFeed is the world’s leading entertainment network that reaches millions of experience, so it is important that it look and The overall reliability of the StorNext SOLUTION OVERVIEW “We explained that StorNext now supports a tech-powered media company, people globally and constantly changes the way feel like the quality content that its audience environment has been an important bonus ∙ StorNext® system NAS interface as well as SAN and that it was with a cross-platform news ® it finds and shares information. It mixes news expects from BuzzFeed. To help make that for BuzzFeed’s Branded Creative Team, - Xcellis Workflow Director with based on an appliance approach that was easy and entertainment network StorNext software and NAS license and entertainment that spreads very quickly happen, BuzzFeed provides top-tier creative minimizing admin overhead while keeping that reaches hundreds of - Quantum QXS™ RAID array to install and support,” says Joe Marchitto, across different platforms, especially social and production services for its brand partners. productivity high and controlling costs. millions of people globally. The - StorNext Connect management IMT’s Director of Systems Architecture. media. BuzzFeed’s growth and success are Richard explains, “StorNext’s reliability is a company produces articles, ∙ Brocade 6505 16 Gb Fibre switch As the company was planning to move the Even though the option sounded interesting, ∙ Cisco 9300 10 GbE switch the product of a set of very conscious business must-have in our 24-hour production cycle. lists, quizzes, videos, original BuzzFeed studio to a new facility in Los BuzzFeed did not want to spend another two decisions aimed at keeping the company Quantum keeps our systems up for months series, and brands including Angeles, they realized it was time to upgrade months evaluating the product. “That was KEY BENEFITS dynamic, fresh, and relevant while relentlessly with minimum maintenance, and that keeps Tasty, the world’s largest social the video production system used by the where the IMT Lab came into play,” says Dan. ∙ Collaborative data sharing dramatically using data and sophisticated metrics to shape our IT costs low, too.” food network. The company is reduces the time needed to create and Branded Creative Team to provide more “IMT said we could test the system with our also home to BuzzFeed News, reuse content for branded content. its future and support its branded partners. A key management benefit is StorNext streamlined workflow and easier, faster data in their lab and they could set it up in a a global news organization ∙ Support for NAS and SAN interfaces Connect, an administrative tool that simplifies provides an optimal combination of BuzzFeed content is viewed 9 billion times each collaboration. The old workflow system was day.” The results of the experiment convinced focused on original reporting performance and value. month across a variety of platforms including based largely on individual workstations with the team that StorNext was the right choice, installation and provides operational data and investigative journalism; ∙ Appliance approach simplifies purchase, about the storage systems. Its GUI discovers installation, and ongoing management, BuzzFeed.com, Facebook, YouTube, Snapchat local storage, which meant that to collaborate, and they made the decision to move ahead. and BuzzFeed Commerce, which reducing administrative overhead. and Instagram. editors had to move files on removable drives storage and network resources, monitors develops social commerce ∙ Test laboratory hosted by integrator STORNEXT ENABLES COLLABORATIVE overall system performance, and provides products and experiences, as partner IMT provided a fast way to test from workstation to workstation. This hindered WORKFLOW the system with real data in real-world VIDEO EMERGES AS KEY DELIVERY ELEMENT sharing between members of the creative details on individual components, including well as licensing and other conditions. FOR BRANDED PARTNER ADS The new BuzzFeed Branded Creative Team health checks and information about latency strategic partnerships. ∙ StorNext Connect provides an intuitive team, slowed production, and made it difficult way to monitor the whole system and its One of the important production tasks for to review content in real time with clients. solution includes StorNext Xcellis Workflow and loading. Reports are automatically components to maximize performance BuzzFeed is helping its brand partners create Director—an appliance that hosts the StorNext and uptime. generated and proactively delivered to ∙ Independent scaling of performance compelling video ad content that can be shown and capacity, and support for archiving provide flexibility to meet future needs while keeping costs low. www.quantum.com/customerstories CASE STUDY administrators and the service team to to give us flexibility in our workflow,” said ABOUT IMT make sure that any issues are discovered Hilary Kempkers, Sr. Manager of Branded Integrated Media Technologies, and resolved as quickly as possible. Creative Post Production for BuzzFeed. Inc. (IMT) is a consulting, “Clients consistently ask for the above- “One key differentiator to BuzzFeed’s design, and systems integration and-beyond, so flexibility is key!” company with offices in Los branded content success is that they Angeles, Boston, and Dallas that manage their business using real-time StorNext is designed to scale easily to specializes in providing business performance metrics, and need to be able meet a wide range of potential changing consulting and TCO models for to manage their storage system the same demands, including archive options on private, hybrid, and public cloud workflow solutions. IMT serves way,” says Jason Kranitz, SVP Sales, IMT. disk, tape, and the cloud. Dan Munger the telecommunications, media “StorNext Connect lets them do that.” says, “Investing in Quantum’s StorNext & entertainment, institutional, long-term gives our department the and enterprise sectors with FLEXIBILITY PROTECTS AGAINST scalability to tackle huge projects with a broad
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