AiThority Interview Series With Amit Golan, CEO and Founder at Minute
Data is infinite, collecting enormous amounts of data will help us understand how to predict patterns and what works for marketing.
Know My Company
Tell us about your journey into technology and how you started Minute.
We started as a video discovery app. The solution we have today is a result of being a data-driven company. Even though we provided the end-user with a full-length video, they wouldn’t watch it. Based on this, we came up with an idea of how we could find interesting moments to help users explore relevant content.
If we could understand what the world thinks about a specific video we could use AI technology to automatically learn about the content. If we knew how to generate actionable insights, then we could drive users to perform actions.
At that moment, Minute shifted from B2C to B2B in order to help content creators achieve their goals. Shifting from a discovery app to a B2B or tech-oriented business has created a huge impact on the company and has brought us to where we are today.
At Minute, we’re now focused on growth and increasing our customer base. By using the AI tech we have developed in the past 3 years, we are now ready to grow and scale.
What is Minute and how does it fit into the world of AI for marketing?
Minute is a pioneer in deep video understanding. Through our first of its kind deep video analysis and crowdsourcing technology, we automatically discover what pieces of content truly engage users through a real-time personalized experience. With our first product, we can automatically identify and create the most engaging previews to drive engagement.
A marketer’s mission is to direct their targeted audience to perform specific actions that result in an increase in conversions. By using Minute, marketers can automatically increase conversions and actions and get better KPI’s for their campaigns. Everything that Minute is doing is scientific and measurable.
How do you bring data intelligence into video optimization platform?
Our product is the first of its kind that monitors video in real-time and is able to analyze content to provide key moments and promote those moments instantaneously.
How Minute’s algorithm works is based purely on data intelligence. Minute calculates thousands of parameters from various platforms and the raw content itself. Post analysis, Minute generates actionable insights to drive user engagement.
Tell us how AI, account intelligence and CRM fit into a modern CMO’s tech stack?
As mentioned, a CMO’s mission is to drive users to create some sort of action. It can be a click, views, contact details or any other action. Our mission at Minute is to help to increase those conversions and to optimize and maximize the potential of each online ‘real estate’. With Minute, marketers and content creators can outperform their creation and increase KPI’s in order to achieve their targets effectively.
As a mentor in the tech industry, how should young marketers and sales professionals train themselves to work better with AI and Automation?
There are thousands of tools available to create a/b tests about the content you’re providing and creating, you can always try two or three options created by AI tech. You can either use your own method or use more of an automated process.
Where do you see Content Automation tools in 2020?
In the past few years, we’ve been exposed to a high increase in the usage of deep learning. This can help generate content and improve it constantly and we expect this kind of technology to only improve and increase over the next few years.
What are your predictions on the use of Blockchain for video advertising? How does Minute prepare for these disruptions in the future?
Minute deals with the content itself and less about the advertising, but for both, we believe that we will all experience a reduction of fraud in the video world, and this will increase the reliability of the advertising world.
How closely do you follow predictive intelligence technologies for Marketing? Please elaborate.
We follow them very closely. It is so imperative to stay on top of technologies that are shaping the industry. Not only do we watch them but look to partner with smart like-minded companies to make sure we are delivering the best product to bear in the marketplace for what we do.
Data is infinite, collecting enormous amounts of data will help us understand how to predict patterns and what works for marketing. To drive successful results, every company needs to understand the numbers, to measure performance accurately, so this is exactly the place where AI can outperform.
Would most businesses turn to AI eventually for better performance?
When results are measurable and data-oriented, especially in video performance, it can be easy to understand if businesses utilizing AI out-perform based non-AI businesses. Our experience shows that short videos based on AI, overperform other methods including video experts by hundreds of percents.
Elaborate on your playbook for better client-facing interactions? How do you pass the benefits of your real-time analytics to customers and tech partners?
Minute uses real-time analytics in order to show its clients the performance of what their platform is doing. Minute runs an a/b test all of the time to validate and verify every action that is created and eventually our clients see a great uplift on our customized dashboard.
How potent is the Human-Machine intelligence for businesses and society? Who owns machine learning results?
AI is vital for businesses and society today. It takes into consideration an enormous amount of data and helps us, as a business or society, to make better, more informed decisions. At Minute, our mission is to improve our clients’ digital KPI’s by utilizing data and building products and we do so by improving our results all the time.
Raw data is owned by its creators. Metadata, which is generated all the time, is owned by the company that creates it. Aggregated data can help AI significantly improve.
Where do you see AI/Machine learning and other smart technologies heading beyond 2020?
It’s everywhere – your refrigerator, your car, your phone, even your supermarket or insurance company. It’s possible to integrate AI with any kind of service/product, and you don’t need to be an expert in the AI field in order to use it.
Thank you, Amit! That was fun and hope to see you back on AiThority soon.
Amit Golan is CEO and Co-Founder of Minute.ly, a leading video optimization platform for publishers. Amit is a serial entrepreneur having started several other companies in the tech space. He founded Minute.ly in 2014 with the aim of driving video engagement and revolutionizing the online video consumption process into a more financially rewarding and compelling content source. Amit leads the team at Minute.ly in developing new products to help the media industry optimize video strategy and revenue.
Amit previously founded Scratch IL, which is a software that teaches young children to code. It’s currently implemented in 30 schools in Israel. Amit is currently a mentor at Google Campus specializing in Product Development. He has been a mentor at Google for past 4 and a half years and he has provided mentorship to entrepreneurs at WeWork in Israel as well. He is a graduate of the Zell Entrepreneurship Program, and he holds a B.A. in Interactive Communications and digital media from IDC Herzliya.
Minute has developed a video optimization technology that automatically generates highlights from full length videos to drive video engagement and higher rates of conversion. The result is a 5-10 second Auto-Preview Video that increases video Click-Through by more than 50%. Through viewer data analysis, computer vision and online crowdsourcing, the technology determines the most significant clip of any online video content.