High-quality analysis of target audience reactions without any additional equipment
In a highly competitive media environment, production companies and broadcasters increasingly need to evaluate the effectiveness of their content. There is a real need for a deeper understanding and emotional connection between the consumer and the content. Traditional evaluation methods, however, like focus groups, are not cost-efficient, scalable, and trustworthy enough.
Enter Wantent = an AI-based platform that identifies consumer reactions to the content by applying ML technologies.
The opportunity
Wantent’s SaaS platform enables testing the content and marketing assets anytime, anywhere by digitally connecting your target audience to the test content online. Through their AI and content testing methodology, which analyses emotional states and attention types against several attributes, they can help you understand viewers’ engagement and empathy at any point in time to generate insights and call-to-action recommendations.
In the creation of new long-form tv shows, the tool of Wantent can be a great benefit to VRT. The collaboration with VRT and the co-creation of a tool to validate and measure user behavior success, before the show is aired, will help reduce this risk.
The journey so far
Wantent applied for the European accelerator for media startups: STADIEM. After a successful pitch and fruitful discussions, they signed an agreement with VRT to co-create a platform to test audience engagement.
The initial use case was focused on testing pilot episodes for a television show that just changed from short-form to long-form before publication (pre-analysis). However, since the tests needed to be aligned first with the target audience and other vital parameters set by VRT the show already aired the first episodes of the new long-form format.
Therefore, Wantent will conduct a post-analysis of the aired episodes. The insights will be used to optimize the next seasons. Meanwhile, they will develop an MVP of a user-friendly independent test platform. A demo of both the post-analysis and the MVP is planned at the end of January 2023.
