Everyzing today announced a management console for its ezSEARCH and ezSEO search optimization products. Both are software-as-a-service offerings that provide a foundation for big media companies to merchandise their media. They derive high-quality, time-stamped text output from audio and video content, tagged and indexed so that the metadata, named entities, and key concepts of these assets are discoverable on a corporate web site (ezSEARCH) or via a search engine (ezSEO).
CEO Tom Wilde talks about helping media companies build out their internal semantic webs to better participate in the web and search economies. That, he thinks, will be key to their ability to participate in the semantic web, at their own discretion and in their own good time.
“In talking to CTOs and heads of digital at big media companies, they are aware of the semantic web. I would venture to say very few of them can articulate its value. It’s still sort of an inside-baseball kind of thing,” says Wilde.
Right now, they are more interested in how to monetize their online multi-media assets through advertising opportunities. “But we pay close attention to it, because we know our customers will need it in a couple of years. And when they say there’s a new microformat for video news, we will say, ‘Here’s a translation application, so off you go.’”
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Today, Everyzing’s applications intersect with the semantic web in consistently marking up multi-media content with text, tags, and some degree of ontological organization.
“You’ve got large media conglomerates like NBC or Fox — they all have these corporate entities with dozens of brands, and under those brands there may be dozens of properties, which may have dozens of collections,” Wilde says. “At the bottom of this you have lots of content, in different formats, and it’s not marked up in any consistent fashion. The challenge is simply finding a way to distribute and repurpose their content within their own properties.”
After Everyzing’s products do their work, he says, you end up with a powerful layer across the whole enterprise that knows the semantic aspects of its content, and can exploit them.
“Once you have that, then translating it into a Semantic Web standard is trivial. All that is is a translation engine,” he says. The question, though, is at what rate do Semantic Web standards and microformats shake out for primetime use by the industry. “Giving them the power to create their own semantic representation of their content, and then letting them choose when and how to interface with standards on the web, is exactly what they need.”
With the template-based RAMP (Reach, Access, Monetization, and Protection) management console, media companies get a centralized platform for managing the metadata for their audio and video assets. The metadata also can be used to create rules that request ads from different sources, depending on events.
“Let’s say the publisher has a deal with a content provider who needs an ad of a certain source,” Wilde says. “If the content comes from this collection and mentions this word, then use the following ad tags and call this partner’s Doubleclick dart server. You can do this through the console — or change the rules and update new ad tags. This populates to all templates immediately.”
RAMP, Wilde says, rounds out the solution set. It will be included as a standard feature on both products, whose prices are based on a monthly capacity license dependent on how much content Everyzing processes for its customers and how many actions they host for them. “A lot of content is lost because it is not well tagged,” he says. “We say we will give you a scalable solution, so all content will be discoverable — and so you have the controls to edit and modify it if you need to.”