Although Clip News has over three decades of experience in the Media Monitoring & Analysis sector, it continues to innovate and adapt to the challenges of the modern digital world. Through the development of Artificial Intelligence tools and the expertise and experience of its analysts, it offers new capabilities to all communication professionals.
In today’s era, where technological advancements, particularly artificial intelligence, are transforming communication, Clip News has strategically invested in maintaining its leadership in the Media Intelligence sector. The company’s Chairman and CEO, Theofilos Argyriadis, along with Managing Director Theodoros Anastasilakis, Vice President Media Intelligence Katerina Kechagia, Reporting & Analysis Manager Anna Plomaritou, and IT Manager Aspa Nasiou, explain how the combination of AI & Human Expertise emerges as the ultimate tool for companies’ marketing and communication strategies.
MW: What is Clip News’ philosophy and how has the company evolved over the last 30 years?
Theofilos Argyriadis: Our primary focus has always been to provide reliable and immediate information to the businesses that trust us, alongside advanced analyses that decode the messages they receive and transform them into action. The triad Monitor – Analyse – Predict perfectly encapsulates our philosophy. Our vision for the future is to remain pioneers in the Greek market, offering innovative services that combine technological advancements with our team’s expertise. Through strategic collaborations, such as with the Aristotle University of Thessaloniki, and keeping a close eye on global developments in Media Intelligence, our goal is to deliver tools that enable brands to deeply understand their reputation, identify opportunities and threats, and make real-time strategic decisions.
MW: Intellectual property rights are a hot topic. What are the latest developments and how does Clip News ensure compliance?
Theofilos Argyriadis: Clip News is fully licensed for the media monitoring services it provides. We were among the first companies to participate in the Licensing Program (ΑδΥΑ) of the Greek Collecting Society for Literary Works (OSDEL), initially for print media and, as of August 2024, for the internet as well. This program ensures that all parties involved operate legally, respecting the effort and investment of the Greek media, both print and online. This licensing guarantees that creators’ intellectual property rights are respected and compensated, allowing our subscribers to use monitoring services without legal concerns. It is therefore crucial that those receiving monitoring services, whether from print or online media, choose a company participating in the ΑδΥΑ program.
MW: You recently developed your own AI tools. What exactly do they offer?Aspa Nasiou: In collaboration with the Intelligent Systems Lab (IS Lab) of the Department of Informatics at Aristotle University, we developed
AI tools for media data analysis. These tools are based on Greek language models, enabling us to achieve high prediction accuracy regarding data sentiment. For the first time, we can recognize emotions (sadness, joy, anger, etc), detect hate speech, and identify irony. Additionally, these AI tools enable automatic tagging for every reference and data clustering since our algorithm understands the content of every collected reference.
MW: Are there other areas where AI solutions are applied in your services?
Aspa Nasiou: Clip News has made a comprehensive investment in artificial intelligence to enhance its entire service range. We have developed an updated version of our platform “Clip News Portal” incorporating advanced AI tools that automate processes. This enables us to analyze large volumes of data in real-time, delivering more accurate and up-to-date analyses. Furthermore, we will soon offer data visualization and analysis through interactive Power BI dashboards, uniquely combining offline and online media. Looking ahead, we plan to invest further in developing AI tools to strengthen our ability to monitor and analyze data, focusing on communication patterns and the prediction of threats and crises.
MW: What does Media Intelligence mean and how do Clip News subscribers benefit from it?
Katerina Kechagia: Media Intelligence refers to the collection, analysis, and use of media data to support business decisions. Businesses benefit by identifying consumer trends, improving product strategies and brand image, and analyzing competition. By monitoring discussions on social media and other media, they can make data-driven decisions rather than relying on assumptions. Media Intelligence transforms raw data into actionable insights.
MW: What is the significance of Reporting & Analysis services?
Anna Plomaritou: These services are critical for understanding and interpreting media data, enabling communication professionals to leverage them to gain deeper insights into market trends, identify influencers affecting their audience, and measure the effectiveness of their messages. We provide daily concise summaries of key publicity points in Greek or English, as well as quantitative and qualitative analyses, offering valuable insights into public perception of each brand, the main issues of interest, and how they compare to competitors. In a rapidly evolving environment with an ever-increasing volume of information and new communication channels, our services are essential for designing an effective marketing strategy.
MW: How do you combine artificial intelligence with human expertise in your Reporting & Analysis services?
Anna Plomaritou: We believe that the combination of artificial and human intelligence provides the best possible service. AI helps us quickly and accurately analyze vast amounts of data. However, analysts are the ones who shape the final conclusion, validate the data, and pinpoint critical aspects that may influence a company’s reputation. Media analysts add a human dimension, which is essential for interpreting data. This AI and Human Expertise combination enables us to deliver the most reliable insights and serves as the competitive edge of our services. It plays a decisive role in both preventing and managing publicity crises. The smart alerting system helps brand and marketing managers anticipate potential PR crises, while real-time data analysis allows them to respond appropriately and manage their communication effectively.
MW: How does your presence in international organizations impact the development of Clip News and what are the next steps following your expansion to Cyprus?
Katerina Kechagia: Clip News is an active member of FIBEP (International Association of Media Monitoring Agencies) and AMEC (International Association for Measurement and Evaluation of Communication), gaining access to international practices and technological advancements in publicity analysis. Membership in AMEC certifies the high-quality Media Analysis services we offer. Notably, within just a year of joining AMEC, we were shortlisted for the AMEC Communications, Research and Measurement Team of the Year (Small) award, recognizing our achievements in technology, investments, growth, and data-driven analysis services. Our focus is expanding into new markets, as demonstrated by our entry into Cyprus, where we are the only licensed company by the Cyprus Publishers Association to provide monitoring and analysis services. Highlighting the importance of new markets, we decided to host this month’s annual World Media Intelligence Congress of FIBEP in Cyprus, focusing on AI and its transformative impact on our services.
MW: You have successfully implemented a hybrid work model with employees across Greece. How challenging was this and what are the key elements of its success?
Theodoros Anastasilakis: Effective collaboration is key to the work models we have implemented at Clip News. These models were successfully developed during the Covid-19 pandemic and have continued, offering on-site, remote, and hybrid work options. With invaluable support from the Human Resources department, we have created a pleasant and supportive work environment and a close-knit team, despite being dispersed across various cities in Greece. Additionally, we have invested in a specialized internal training system (LMS) to continuously enhance our team’s skills and knowledge. At the same time, we place great emphasis on our social impact, supporting local communities, associations, and organizations through CSR activities in Athens and Thessaloniki, providing opportunities for all our people to participate.
MW: How do you see the future of Clip News with the continuous technological advancements?
Theofilos Argyriadis: Artificial intelligence will continue to play a central role in our evolution. However, we firmly believe that human expertise is irreplaceable. We will continue to invest in combining both of them to deliver services distinguished by accuracy and strategic value. Our next step involves exploring new markets and developing innovative services that meet the needs of modern businesses with speed and precision.
This interview was published in the 1693 issue of Marketing Week.
In a remarkable acknowledgment that highlights its commitment to innovation and quality, Clip News has been honored with the “AMEC Communications, Research and Measurement Organization of the Year” award in the small-sized business category. This distinction, awarded by the International Association for the Measurement and Evaluation of Communication (AMEC), is one of the highest in the global communications industry.
For Clip News, this recognition is not merely a corporate achievement but a validation of the impact that media monitoring and publicity analysis solutions can have on the planning of modern communication, PR, and marketing strategies.
The Significance of the AMEC Award for Clip News and its Clients
The AMEC recognition, from a global leader in setting standards for communication measurement and evaluation, marks a significant milestone. The “Global Communication Effectiveness Awards” are known for their rigorous criteria, acknowledging only the most innovative and impactful companies in the sector.
“Clip News is the first Greek company in the industry to be distinguished by AMEC. We are proud that the company is recognized as an entity for its technological evolution, investments, internal organization and operations, and high-level media intelligence services” stated the company’s CEO, Theofilos Argyriadis.
The company was recognized as “Organization of the Year” after an evaluation of its performance in the following categories: 1) Technology & Investment, 2) Data, Engagement & Insights, 3) Thought Leadership, 4) Turnover Growth & Footprint, 5) Achievements in Development.
Promoting Excellence in Media Monitoring & Analysis
As a leader in media monitoring & analysis in Greece and Cyprus, along with international accounts in its portfolio, Clip News has a long history of transforming raw data into actionable insights. It offers a comprehensive range of services, including monitoring online and offline media (internet, social media, print, radio, television), qualitative analysis of publicity data, and tailor-made publicity reporting.
Through these services, Clip News supports clients in designing their communication strategies, tracking the image of brands and their competitors, identifying emerging trends, and evaluating sentiment (positive, neutral, negative). This enables businesses to respond strategically to developments, manage their reputation effectively and have real-time updates in the event of a PR crisis.
The Power of Qualitative Analysis and Insights
A cornerstone of Clip News’ success is its commitment to providing actionable insights by combining quantitative and qualitative metrics, aligned with the international standards for communication measurement and evaluation advocated by AMEC. Going beyond publicity data, Clip News offers qualitative analysis that directly enhances communication, PR, and marketing initiatives.
“Our participation in AMEC as an official member has strengthened our emphasis on qualitative publicity analysis. Our solutions are tailored to each brand’s needs, helping our clients see beyond the numbers” stated the company’s Vice President, Katerina Kechagia.
Continuing to Set the Standards in Media Intelligence
Clip News remains dedicated to investing in technology, integrating AI tools, and in a highly trained team, enhancing its capacity to monitor enormous amounts of publicity data, especially on social media. This commitment to growth ensures that it will continue helping businesses understand their media presence, make data-driven decisions, and respond effectively to this dynamic environment.
The announcement of winners and the award ceremony took place in London on November 7, 2024.
Clip News has been an official member of the International Association for the Measurement and Evaluation of Communication (AMEC) since December 2023.
Apple has been once again in the spotlight with the launch of the iPhone 16 in September. The new model quickly “flooded” online conversations in Greece, with social media users expressing their excitement and making comparisons to previous models. Hashtags and emojis were on fire, while “experts” wasted no time in evaluating the new features and providing reviews. Amid this digital “noise,” the importance of digital listening is more evident than ever, offering companies the ability to deeply understand consumer trends and reactions.
At Clip News, we analyzed social media posts and comments in Greece to understand how the conversation unfolded before and after the launch, and where users focused on about the highly anticipated model.
iPhone 16 Dominates Social Media
The buzz surrounding the new iPhone 16 on social media in September was impressive, with a total of 6,223 references, marking a 145% increase compared to the same previous period. At the same time, we observed that the 2,972 unique authors mentioning the iPhone 16 also increased by 145%, demonstrating the intense interest in the new model.
Buzz Never Stops
The daily mentions chart reveals significant peaks, with the highest occurring on September 10, when mentions of the iPhone 16 reached 500 in a single day. This spike is linked to Apple’s presentation of the new model and the announcement that it would be available for purchase starting September 20. It’s also evident from the fluctuations that the conversation around the iPhone 16 continued in the following days.
Days and Hours
The charts reveal two key insights: first, Tuesdays and Fridays seem to be the days with the most activity, while interest in the iPhone 16 remains fairly high over the weekends. Second, mentions peak around 1:00-2:00 pm, with strong activity continuing through the afternoon. This pattern can help a company plan its social media posts on specific days and times to reach the audience when the conversation is most active.
Twitter Takes the Lead
X (Twitter) is the dominant platform, representing 49% of all references. In second place are discussions on forums (insomnia.gr, myphone.gr, adslgr.com, avclub.gr) with 27%, followed by Facebook, which accounts for 13% (combined Fb & Fb public). The presence of YouTube is noteworthy with 7%, with users engaging with comments and reviews on unboxing videos.
Before and After
The benchmarking chart shows whether there was an increase or decrease in the volume of references per source compared to the previous period, meaning August. We see a significant 216% increase in references on X (Twitter). Other sources also show an increase in discussions, while reviews are starting to appear. These data indicate growing consumer interest and the fact that users are seeking in-depth content and conversations about the product.
What Users Really Talk About
The word cloud reveals the most popular topics associated with the iPhone 16. Words like iPhone 15, iPhone 16, iOS 18, and Pro Max dominate the conversation, showing that users are discussing features and making comparisons with previous models. There is also interest in the iOS 18 operating system and the new AI features it brings.
Who Leads the Conversation
From the X (Twitter) metrics, we see what dominated the iPhone 16 discussion (based on impressions). The top hashtags, the accounts that were frequently mentioned (@), and the dominant emojis: such data can be studied in-depth using digital listening tools to identify market trends and influencers driving the conversation.
Which Version Dominates the Discussion
In the comparison between the different versions of the iPhone 16, it’s clear that the standard iPhone 16 dominates with 62%, which is expected, as many users comment on the product in general without specifying a particular model. A significant share of mentions (18%) is focused on the Pro Max, followed by other versions.
Key Takeaways
This analysis highlights the value of digital listening, offering an invaluable tool for brands. By monitoring the online conversations, we can decode market trends, understand consumer reactions and concerns, and identify the most influential users driving the discussion. This information is crucial for improving marketing strategies, better audience targeting, and creating more meaningful connections with consumers. With the proper use of digital listening, companies can stay ahead of the competition and strengthen their market position.
Analysis Identity
Online media data collection platform: Brandwatch
Date range: 01/09/24 – 30/09/24
Sources: Forum, Social Media
Keywording/Analysis: Clip News Team
The above analysis is an indicative approach, considering that variations in online media data sample and time frame could present different results.
We are delighted to announce that Clip News Senior Analyst, Giorgos Mpolanis, has been awarded Pioneer in Buzz Monitoring and Data Analysis at the ReThink Digital 2024 conference, which was held within the framework of the 88th Thessaloniki International Fair.
ReThink Digital is a leading institution focusing on digital transformation and its impact on businesses and society.
In his speech, Mr. Mpolanis emphasized on Data Democratization – the transition from the exclusive domain of data scientists to data that are more accessible to non-technical users. As he pointed out, this is achieved, among other things, through comprehensible reports that present results with user-friendly software, specialized analyses using data analytics and benchmarking techniques, and actionable insights that lead to strategic decisions.
We are excited to announce that Clip News has been shortlisted for the 2024 Global Communication Effectiveness Awards by AMEC, in the category Communications, Research and Measurement Team (organisation) of the Year – small.
In our submission, we highlighted our team’s expertise, the collaboration across various departments, and our commitment to continuous investment in innovation and education. We emphasized the quantitative and qualitative media analysis solutions we offer from both online and offline sources. Additionally, we focused on how we leverage media data to provide brands with valuable insights that contribute to optimizing their communication and marketing strategies.
We are proud of our employees’ dedication and their continuous efforts to excel in the rapidly evolving media intelligence sector. Despite the high level of competition, we are optimistic that the quality of our work will be recognized, and we will succeed in winning in our category.
The announcement of the winners and the awards ceremony will take place in London on November 7, 2024.
AMEC is the International Association for Measurement and Evaluation of Communication. It promotes globally the most advanced standards in the field of communications and public relations, emphasizing the combination of quantitative metrics with deeper information analysis and more qualitative criteria.
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