Sponsorship analytics platform Relo Metrics (formerly GumGum Sports) shall be adding viewership data from ad measurement company VideoAmp to deliver higher measurement of name exposure during live events.
Relo Metrics uses visual AI models to detect logos at live sports events which can be seen by fans on broadcast and streaming video, in addition to shared on social media. By tracking this exposure, the platform calculates the ROI for sponsors who’ve logos on team uniforms or on and across the playing field. Relo Metrics currently supports about 55% of North American tier one and tier sports leagues, including MLB, NFL, NBA, NHL and MLS.
VideoAmp joins Set-Top Box and smart TV data, along with other data inputs, to measure audiences across platforms. Their dataset includes 39 million households and 63 million devices, which adds scope to Relo Metrics’ reporting.
“We’re making a latest measure of value based on highly accurate content viewing metrics along with demographic attributes allowing us to present exposure value by way of impressions, which is critical because the viewership continues to grow while fragmenting,” said Jay Prasad, CEO at Relo Metrics, in a release. “Being in a position to now value exposure by way of household impressions is critical for accurate measurement.”
Dig deeper: SponsorPulse expands data-driven sponsorships for brands
Why we care. The latest partnership expands the measurement of impressions derived from live sponsorships, allowing marketers to realize a greater understanding of the impact of sponsorships versus promoting. If an enormous play happens, and your brand appears on an athlete’s jersey in quite a few highlights across the country, your marketing team would need to find out about it and have the option to measure the reach.
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