Focal review
A deep creative-operations DAM for teams managing video and campaign assets.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Focal is a cloud-based digital asset management platform for performance marketing and creative teams. It stores, organizes, searches, reviews, approves, and distributes images, videos, PDFs, and playable ads. Its focus is campaign production: teams can connect creative assets with performance workflows, collaborate with external production partners, and deliver approved content to advertising channels. The web and API platform is suited to organizations managing high volumes of advertising creatives rather than general-purpose file storage.
The standout feature set is the creative review workflow. AI tagging and content-based search help teams find assets across images and video scenes, while custom taxonomies and metadata fields support more structured organization. Reviewers can comment at the frame level, track approval status, and maintain version history with reversion to earlier versions. Public collections add guest commenting, downloading, and approval controls, which can support collaboration with clients and production partners. Google Drive and Dropbox synchronization extends the asset workflow, while integrations with Slack, Figma, and Claude support connected creative operations.
Pricing is aimed at established teams. Starter costs €299 per month for 20 seats, 5,000 assets, 1,000 automations per month, and 1 ad account. Plus is €599 per month with 30 seats, 7,500 assets, 2,000 automations, and 2 ad accounts. Growth is €799 per month with 40 seats, 10,000 assets, 3,000 automations, and unlimited ad accounts. Enterprise adds custom limits, onboarding and migration support, a security questionnaire, and Okta SSO. Focal suits creative teams that need workflow depth around campaign assets; teams seeking a lower-cost or simpler DAM should look elsewhere.
Focal pros and cons
- Where it wins
- Searches images and video scenes with AI tagging and categorization
- Supports frame-level review, approvals, versioning, and guest collections
- Automates exports to Meta, TikTok, and YouTube with API and MCP access
- Where it doesn't
- Starter begins at €299 per month, limiting fit for smaller teams
- Plans use asset-count quotas, which may constrain expanding libraries
- Enterprise pricing and limits are custom rather than published
Focal fact sheet, pricing and score →
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