VideoAmp and Relo Partner for Sports Performance Tool

At Cannes today, Relo Metrics and VideoAmp announced the launch of Total Sports Performance, a new measurement and attribution solution for the sports media ecosystem.

The solution takes real-time detection data from Relo's computer vision AI models, maps it to households using VideoAmp's VALID identity graph and commingled TV viewership data, and outputs what the firms describe as 'the industry's first deduplicated, single view of audience exposure and business outcomes across both sponsorship and advertising in live sports environments using big data'. The data provided will serve the needs of all parties in the ecosystem, according to the partners, including brands, agencies, media companies, leagues and rights holders.

Total Sports Performance taps VideoAmp's commingled STB and Smart TV dataset spanning 40m households and 65m devices, combining this with Relo's highly granular, real-time sponsorship visibility data to deliver deduplicated household-level reach metrics. In addition to actual game time, this includes 'shoulder programming', commercials and highlights shows. Users can then use clean rooms and collaboration tech to cross-analyse this against search intent, location visits and sales, to measure real business results.

Relo CEO Jay Prasad (pictured) comments: 'The disconnect between advertising, content, and sponsorship measurement has long limited the sports ecosystem's ability to prove true ROI. With Total Sports Performance, we're changing that.'

VideoAmp CPO Josh Hudgins adds: 'It's no longer enough to measure ads and sponsorships separately. Brands need a complete picture of their total audience - and the power to connect exposure to outcomes. That's what this collaboration delivers.'

The partners are online at 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.