'Fansactions' Links Sports Ad Exposure and Spending

US consumer purchase insights company Affinity Solutions has launched Fansactions, a solution it says gives new insights into the relationship between sports media investment and consumer purchase behavior.

Affinity Solutions provides clients with a detailed view of US and UK consumer spending, using fully permissioned data from more than 150 million debit and credit cards. The firm uses proprietary AI technology called Comet to analyse these and present actionable insights for business and marketing leaders.

The new Fansactions tool allows advertisers to directly measure return on their ad spend, by cross-analysing billions of deterministic online and in-store transactions with sports fan media consumption and ad exposure. Affinity says the solution integrates seamlessly with 'any' media and measurement platform across linear TV and CTV, and will give brands a clear understanding of which sports and leagues their customers - and their competitors' customers - engage with. It can also help them identify promising market segments, including emerging sports and leagues.

TV outcomes company EDO is an early partner, using the system to measure the impact of live sports advertising exposure on both mid-funnel engagement such as brand searches and web site visits, and lower-funnel outcomes including actual QSR purchases.

Damian Garbaccio (pictured), Affinity's Chief Commercial and Marketing Officer, comments: 'There's no denying the influence and impact sports have on both our culture and our wallets. As live sports ad investments grow against a backdrop of an increasingly fragmented viewing landscape, marketers need to identify high-performing audiences and channels - and confidently quantify ROI. Fansactions empowers brands to transcend traditional post-campaign analysis and basic targeting by offering real-time insights into the direct impact of live sports advertising on brand engagement and sales among sports fans with a demonstrated purchase history, enabling outcome-driven marketing optimization.'

Web site: www.affinitysolutions.com .