• by Wayne Friedman , 10 hours ago

TV and video measurement company iSpot is launching "SAGE" -- an agentic AI platform --to  accelerate brands' workflows for the measurement company’s vast creative, audience, and outcome data for analyzing creative and media planning.

In beta testing for over two years with 12 major brands including General Motors, iSpot says brands can access quick unique measurement data sets -- to carry out creative and media tasks with an extremely high degree of speed that would have taken research teams weeks to accomplish.

“It's a ChatGPT specifically built for TV and video advertising,” says Sean Muller, CEO and founder of iSpot.

Two agents will be started up initially. The first one -- a creative insights analyst agent -- will diagnose creative themes and storylines. There will also be a creative planning assistant that looks to provide analysis and insight in real time.

Brands can ask SAGE about their ads or competitors' ads. Later this year, Muller says, the company will launch its audience agent.

Brands can ask questions such as where their ads have run, how much was spent on each channel, and when and where those spots actually aired, as well as other areas.

Down the road, iSpot will start up a performance agent for outcomes data, which Muller says will tell brands, for example, what creative works best on specific networks.

The company has built a "large language model" rooted in iSpot's data -- creative metrics, audience measurement, and business outcomes, Muller says. He adds that SAGE also uses large language models (LLMs) from OpenAI "in the background as needed," adding: "But it’s specifically trained on our data."

SAGE can examine likability, purchase intent, and current creative and predictive themes -- for example, for the Super Bowl -- as well as other programming genres.

Before the Super Bowl this year, Muller says, 50% of Super Bowl advertisers had been using its measurement “to measure their creative and look at these trends and insights and iterate before the [big game]”. Muller says this type of analysis would have taken many weeks to produce.

iSpot has metadata and storylines from every frame of 2.5 million advertising commercials.

SAGE gleans data from 185 networks, 500 publishers, and tens of thousands of brands.