Relo Adds VideoAmp Data for Live Event Measures

In the US, sponsorship analytics platform Relo Metrics is integrating viewing data from TV software and data platform VideoAmp, allowing clients to measure the value of on-camera sponsorships and brand exposure during a live event.

Relo Metrics (previously known as GumGum Sports) enables brands to track and optimize the exposure of their sponsorship investments across live broadcasts, social media and streaming platforms, and deliver insights through a single platform. During game play, sponsor logos are visible on a variety of sources: worn by players, on stanchions and field-level signage, digital signage, as well as in the stands, near team benches, and on items that are used by coaching staff and other personnel. The company's AI computer vision models detect and track every logo visible to audiences - during broadcast, streaming video and in content shared via social media - to determine the return on investment for each sponsor.

Relo Metrics will now integrate VideoAmp's methodology into its platform, joining various data inputs including set-top box data (STB) with Smart TV data from ACR providers, and undergoing ingestion, cleansing, deduplicating and weighting processes to create a larger overall dataset of 39 million households and 63 million devices. The firms say that by using big data inputs, as opposed to relying on panels, VideoAmp is able to 'drive greater accuracy and representation of audiences across platforms'.

VideoAmp's data will also allow Relo Metrics to produce a benchmarking number indicating the value derived from all people watching the game at home, on the go, in the venue, and through other platforms. Jay Prasad (pictured) CEO of Relo Metrics, comments: 'We're creating a new measure of value based on content viewing metrics along with demographic attributes allowing us to present exposure value in terms of impressions. This integration, for the first time, will allow the market to understand the total reach of live sponsorships alongside advertising in sports, this will be a big unlock of value for years to come'.

Web sites: www.relometrics.com and www.videoamp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.