Brand exposure analysis firm Relo Metrics, formerly known as GumGum Sports, has struck a critical partnership that will transform the way promotional engagements in live events are measured. The company, which employs artificial intelligence to detect logos at live sports events and calculate return on investment (ROI) for sponsors, has integrated with VideoAmp.
VideoAmp, a leading ad measurement company, measures audiences across platforms utilizing extensive datasets from 39 million households and 63 million devices. This novel integration will amplify Relo Metrics’ ability to track and measure brand exposure during live events, particularly in the competitive world of sports.
Relo Metrics is a key stakeholder in the sponsorship measurement landscape, offering support to approximately 55% of North American tier-one and tier-two sports leagues, including MLB, NFL, NBA, NHL, and MLS. This integration opens new pathways for the company to provide more accurate and comprehensive analysis of brand impressions derived from live sponsorships.
The integration process enables Relo Metrics to leverage VideoAmp’s high-tech capability to track audiences across multiple platforms. The coalescing of these two tech giants promises to shed new light on the effectiveness of promotional campaigns at live events, offering incisive measurements of both reach and impact.
Relo Metrics’ cutting-edge AI technology meticulously scans live events for specific brand logos and computes the ROI delivered to sponsors, a feat accomplished by digitally analyzing and valuing any media exposure a specific brand logo receives at a given event.
In comments regarding the crucial integration, Relo Metrics CEO Jay Prasad underlined the potential benefits: “This partnership will help us in acquiring accurate content viewing metrics and demographic attributes. With VideoAmp’s technology, we can dive deeper to analyze how brands perform during live broadcasts. This is an advantageous step for both parties and even more so for our clients.”
Brands sponsoring major events will greet this integration enthusiastically. With the ability to measure impressions across a wide range of platforms, marketers can now garner a more in-depth understanding of how their brand prevalence influences viewer attitudes and impressions.
This revolutionary strategic alliance promises to expand the horizons of digital marketers, SEO specialists, and businesses investing in sponsorships across sports and live events. Brands will not only have the means to evaluate how well they fare at a live event but also how effectively converted are those impressions into meaningful engagements.
We invite your thoughts on this groundbreaking integration of VideoAmp and Relo Metrics. How do you envisage this pivotal partnership shaping the future of sponsorship measurement? Let’s dive deep into this conversation below.
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