Isobar India has announced the launch of ‘viewCent’, a tool that the agency claims can predict 'viral potential' for content.
The agency claims that viewCent can precisely forecast the kind of consumer attention that a particular type of content can achieve.
The resonance score for the content, which is called 'Viral Grade' (VG), is calculated by collecting 400 different variables around that content. The agency is currently testing the beta version of the tool for clients.
Gopa Kumar, EVP, 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.”
Aditya Kaul, senior director- insights and analytics, Isobar, 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.”