Sports Specialist Launches Ad Exposure Technology

Sports Marketing Surveys has announced a new automated Image Recognition System, which will measure and analyse TV exposure of client ads on location at sporting events and other occasions.

The system, to be known as Magellan, is based on innovative research at the University of Surrey and product development by OmniPerception Ltd. It will be integrated into Sports Marketing Surveys' well established FREDI analysis system, to provide more detailed analysis of brand, logo and product exposure. For example, it would track the number of times a hoarding at a match or a logo projection on a pitch is seen, the amount of 'occlusion' (eg whether the referee is standing in the way of half the ad, a third etc..), how much of the screen is filled by the ad, and the angle at which it is viewed.

MD Stephen Proctor says that 'With the traditional 30 second spot under pressure from commercial break avoidance systems, brands are looking for new ways of getting their name and message across to consumers. This powerful new tool gives us a real edge in helping advertisers and sponsors to analyse very accurately what value they are receiving, and how this can be enhanced'.

David McIntosh, CEO of OmniPerception, and an expert in high-end image processing for the broadcast industry, says the combination of the two companies' expertise 'provides sports marketing customers with state-of-the-art-service, and access to a wealth of new and more detailed information on which to base their marketing and PR spend'.

The two companies will market Magellan worldwide through a dedicated joint venture operation. Stephen Proctor can be contacted on SKP@sportsmarketingsurveys.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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