Isobar India, the digital agency from Dentsu Aegis Network, has announced the launch of ‘viewCent’, a tool in video-strategy for businesses that aim relevant eyeballs. viewCent is based on Deep Machine Learning and can precisely forecast the kind of consumer attention that a particular type of content can achieve within a specific given time. The resonance score for the content, which is called Viral Grade (VG), is calculated by collecting 400 different variables around that content. The variables are then fed into two patented AI engines – the Super Relevance EngineTM and the Viral Prediction EngineTM – to process the data, real time. The agency is currently testing the Beta version of the tool for its key clients across automobile, apparel, appliances and technology.
Commenting on the launch, Gopa Kumar, Executive Vice President, Isobar India 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 media efficiency. It will also help build some science into the age-old question of whether a particular content will go viral or not.”
Speaking about the tool, Aditya Kaul, Senior Director- Insights & Analytics 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.”