Eyal Arad, co-founder and CEO of the innovative artificial intelligence-driven social media measurement platform Videocites, has navigated significant changes over the course of his 12-year tenure. Initially focused on anti-piracy detection, the company has pivoted to meet the growing demands of sports industry leaders seeking comprehensive insights into user-generated content (UGC) on various digital platforms. This evolution has enabled Videocites to track social media engagement surrounding rights holders’ brands beyond their own channels, providing critical data to aid in negotiations with commercial partners and enhance fan engagement strategies.
Arad highlights the concept of the “ripple effect” as a central theme in their discussions with rights holders and brands. “Measuring the ripple effect in social media is the biggest thing that we’re doing today,” he states, emphasizing the platform’s position at the forefront of this emerging market. As a result, Videocites is undergoing a rebranding to Ripple Analytics, a change partly guided by Chicago-based communications firm The Branded Agency. The company plans to roll out various upgrades to its platform, creating enhanced capabilities for its users.
Ripple Analytics will introduce two distinct offerings under the MediaTrack brand. MediaTrack Lens will continue to analyze the social media performance of Ripple’s clients across their owned and affiliate channels, as well as UGC, but with enhanced features that include an AI-driven analysis of the sentiment captured in audio and video content. Conversely, MediaTrack Landscape will provide rights holders with benchmarking capabilities against competitors, enabling them to assess various metrics such as raw views and effective media value—an important financial measure for engagement.
“Every brand on the planet needs to know what its content is doing, what it’s worth, who is engaging with it, and how to make it bigger,” Arad explains. He highlights the company’s commitment to not only delivering data but to do so rapidly and efficiently, empowering clients to make well-informed strategic decisions.
The platform has proven specifically beneficial for sports properties, facilitating competitive analysis and performance benchmarking across social media channels. The NBA, an early adopter and investor in Ripple Analytics, has recently extended its partnership for multiple years. NBA Senior Vice President Bob Carney remarked on the utility of Ripple’s technology in identifying content creators discussing the league, paving the way for valuable collaborations and expanding the league’s reach.
As social media algorithms become more complex and less predictable, organizations are increasingly leveraging Ripple’s analytical tools to identify potential partnerships that can broaden their audience. Carney noted, “It’s becoming harder and harder to reach your core audience that follows you… We’re using Ripple to find accounts that we believe we can partner with.”
Other companies, such as Elevate—another portfolio entity of Ripple’s leading investor, Velocity Capital Management—are recognizing the advantages of Ripple’s services in enhancing their AI-powered data platform, EPIC. Senior Director Alyssa Melanson acknowledged the insights gathered through Ripple’s benchmarking capabilities, positioning Elevate as a trusted consultant in client partnerships and asset valuations.
Financially, Ripple Analytics ended the year with doubled revenue since early 2024, attracting a diverse clientele that spans multiple major sports leagues and brands. Additionally, the company secured a follow-on investment from Velocity, aimed at bolstering its sales, marketing, and distribution efforts. David Abrams, founding partner of Velocity, emphasizes the investment mentality surrounding Ripple’s offerings. “This is not a product you should view as an expense; this is an investment,” he states. As competition for branding dollars intensifies, demonstrating tangible value through data-driven insights has become increasingly essential for organizations in the sports and entertainment sectors.
