Advertisers, ad agencies, production companies and media companies now have a new tool to help them research the increasingly chaotic world of online video. The technical and management team behind Simian (www.gosimian.com), the global media sharing company, have launched an independent new software product called Sawt. It promises to simplify and streamline the process of searching and analyzing both traditional advertising video content such as commercials and web shorts as well as the exploding universe of online video found on sites such as YouTube, Instagram and Facebook. The service can be utilized from its web site, www.sawt.co.
In addition, Sawt will make it easier for those who seek to partner with these increasingly popular and influential content creators and apply their talents to the rapidly expanding landscape of consumer video consumption. The service will provide all content creators – those working in online video as well as more traditional broadcast advertising – to create online profiles that provide a wealth of information about their work, their audience and their reach.
Sawt accomplishes this by harnessing the power of Artificial Intelligence (AI) to gather meaningful insights from media and consumer content, helping to connect the dots between content creators, audiences, agencies, brands and producers. The technology also provides actionable information on the people and companies behind the production of such content, including creative and production credits, prior work and contact information.
The service is currently being made available free of charge to qualified members of the advertising creative and production communities. As more features are added to its roster of capabilities, Sawt will introduce a fee structure for both individual, small company and enterprise users.
Sawt is the only technology bringing together traditional broadcast and online creator content into a single hub, notes Co-Founder Brian Atton. The software functions as a social and interactive community for creatives to share key insights, innovative ideas and work, allowing users to increase industry exposure and collaboration efforts.
“What Sawt does is takes this enormously complex world of content and lets you pinpoint just what you’re looking for,” Atton notes. “It simplifies and compresses the process of identifying content that suits the tone, values and attitudes of your brand, that meets the demographic targets of your campaign and which will connect with your audience. It does all this and does it with just a few keystrokes, versus hours, days or weeks of research.”
Developed by the video sharing and collaboration experts at Simian, Sawt allows users to search broadcast spots and online web videos by brand, agency, production company, content creator, director, editor, VFX studio, creative technique, genre, you name it. With full credits and an emphasis on social network-style sharing and commentary, it represents a next generation-leap in the technology, development and design of advertising sharing platforms.
Plans call for Sawt to unveil additional services in the coming months that will provide a deeper level of intelligence and analytics about these creators and the video content they produce. “With the aggregation of data from above and below the line media, our proprietary AI will enable us to develop a scoring system for this content,” explains Co-Founder Jay Brooks. “Brands, entertainment companies and agencies will then have a ratings system to quantify their content, which will allow them to attribute specific dollar values to the exposure they generate. This will inform planning and in-market optimizations, all leading to greater efficacy of campaigns and transparency in the industry.”
Further, users of Simian’s video sharing and collaboration service will soon be able to integrate their content seamlessly with Sawt, meaning Simian clients will be able to push media to be showcased on Sawt with the click of a button. This will provide an additional level of exposure beyond what the Simian media sharing and collaboration platform already provides, says Atton.
“We’re more than just a review and approval media-sharing platform now,” he continues. “We’re partners for our friends in creative industries. With Sawt we’ve developed a resource, as opposed to a singular tool. We want them to focus on doing what they love doing, which is being creative and making content. Our goal, as with any technology product, is to help them do their jobs better and run their businesses more efficiently.”
About Sawt
Launched by the founders of Simian, the innovative video sharing and collaboration solution for the advertising, film and media, and entertainment industries, Sawt (www.sawt.co) transcends traditional broadcast research and video database offerings as the first and only single-source platform featuring broadcast, social and creator intelligence together in a single, global online hub. Sawt connects content, creator and audience.
