The 'Yifat' Group is launching the 'Circle of Influence' for the first time in the world - an innovative product for testing the effectiveness of messages to target audiences in all media and all means of communication in which they appear.
The new tool performs a weighting of exposure, ranking the impact of the message on the audience exposed to it.
The model, based on unique technology developed by the Yifat Group combined with big data insights analyzed over a long period of time, was presented for the first time at an international conference of the International Association of Information and Communication Technologies held this year in Denmark, and received great interest from European and American research and media companies.
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The new product is based on unique technology that compiles in real time a macro picture of message exposure data in a specific media outlet (traditional media, social media, video, etc.), as part of the overall exposure of the message across a wide variety of media outlets to which the campaign's target audiences are exposed.
In this way, the strength of the message and its internalization among target audiences in the 'circle of influence' is more accurately revealed, and the impact of political spin and provocative messages on the voting public can be addressed more scientifically.
The decision to bring the elections forward required the group's technology staff to finish implementing adaptations from the beta product and commercially launch the flagship product this week.
Yifat estimates that various parties, from all ends of the political spectrum, will use the new tool to examine and refine their campaigns in the current election campaign for the 21st Knesset.
""The circle of influence is an essential tool in modern political campaigns characterized by a flood of information and messages, including fake news and content distributed by bots," explains Manny Avrahami, CEO of Yifat Media Research. "Political spin today resonates in a long tail across channels and in ways never seen before. Even if parties and campaigners are aware of the 'white noise', it is difficult to impossible to qualitatively characterize the scope and strength of the message in real time - this is where we come into the picture.".
The Yifat Group regularly monitors, researches and analyzes advertising, media and business information using technological means, including social media analytics. The company is exploring commercialization of the tool in additional markets outside of Israel.
