Signoi Launches Semiotic Video Analysis Service

Brighton, UK-based insight and foresight platform Signoi has unveiled a new service analysing videos from any source, and including the use of higher-order semiotic frameworks which it says can 'pinpoint significant shifts in motifs within a video, and ultimately capture the whole narrative in its essence'.

Founded in 2018 by a team which includes Truth Consulting founder Andy Dexter and long-time software and data science industry exec Andrew Jeavons, Signoi's platform helps to 'decode' unstructured data and understand both its implicit and explicit meaning. Last year, the firm launched a set of AI-driven quant semiotic methods called Imagysis, to analyse images on social media and understand what people are posting about a brand or category.

The firm says users of the new video analysis feature can analyse hundreds or thousands of videos within a relatively short time. The service offers a wide range of 'basic' metrics in addition to the semiotics - the former include how visually complex the video is as a whole, which colours are dominant, how much the video changes in terms of narrative themes, which emotions are transmitted by the video, and how variable the visual content of the video is.

In addition to these basic metrics, the firm's proprietary quant semiotic analysis allows for the identification of higher-order semiotic flows within videos. For example, it can identify the presence of Jungian character archetypes in the narrative such as 'Hero', 'Joker' and 'Innocent'. Dexter comments: 'In depth, objective analysis of videos at scale using higher order semiotic frameworks is a first within the marketing and advertising industries. We think this could revolutionize the analysis of videos and only lead to deeper, more actionable insights at pace and scale'.

Web site: www.signoi.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.