A method and server for analyzing a multimedia content item are provided. The method comprises receiving a multimedia content item; extracting from the multimedia content item a plurality of multimedia elements; generating at least one signature for each of the plurality of multimedia elements; for each of the plurality of multimedia elements, querying a deep-content-classification (DCC) system to identify at least one concept that matches one of the plurality of multimedia elements, wherein querying is performed using the at least one signature generated for the multimedia elements and wherein an unidentified multimedia content element does not have a matching concept; generating a context for the multimedia content item using matching concepts; and characterizing each unidentified multimedia element using the generating context and signatures of the matching concepts.