Isobar India launches tool to predict ‘virality’ of video content
Isobar India has announced the launch of viewCent, a tool that claims to be able to forecast the kind of consumer attention a particular piece of content can achieve within a specific time.
In other words, it claims to answer the ‘but will it go viral?’ question that marketers ask about almost every piece of branded content.
According to a press note from Isobar “viewCent will win maximum yet relevant eyeballs”. Based on deep machine learning, the content’s viral potential is evaluated against 400 different variables fed into two patented AI engines to process data in real time. The beta is being tested with key clients of the Dentsu Aegis Network across auto, apparel, appliances and technology.
Speaking to Mumbrella about viewCent, Dentsu Aegis Network’s chairman and CEO for South Asia Ashish Bhasin said: “The tool has been developed indigenously with local suppliers.
“The genesis was because nobody seemed to know why some content goes viral. Every marketer’s first request is ‘can you make it go viral?’ The answer, unfortunately, is ‘no.’ And so we thought we’d use AI to increase the probability of virality, learning from past campaigns.”
Bhasin added that there’s no similar tool to viewCent to the best of his knowledge with any of the other networks. While viewCent was built keeping in mind Indian branded content and viral popularity, he believed it can, in time, work across different markets. He said: “We were used to receiving tools and knowledge, and now with our talent, we have the flow going the other way.”
By way of disclaimer, he added: “This is not a 100% guarantee, but it significantly improves the probability. Tools of this kind are ever evolving and never finished. It’s not something you do once and use for 20 years.” ViewCent is currently available to use for Isobar and DAN clients.
Speaking of the launch, Isobar India’s executive vice president Gopa Kumar said: “At Isobar, we are constantly looking at developing tools which can help bring transparency in our brand marketing efforts.
“ViewCent is one such tool that will be a one-stop video strategy solution for brands. viewCent will reflect the future of the content-consumer engagement and how well can that video resonate with its audience.
“This will help brands stay one step ahead of the curve by pre-empting trends and help take data-driven media decisions to improve efficiency. It will also help build some science into the age-old question of whether a particular content will go viral or not.”
Isobar senior director of insights and analytics Aditya Kaul said: “Ability to pre-empt and quantify the viral potential of content opens up a plethora of business solutions for brands. These opportunities span from prolific content creation and effective media decision making to keeping an eye on competition and ensuring brand safety.”
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
Unruly have had this tool for 5 years!
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