Relo Metrics, previously known as GumGum Sports, a frontrunner in AI-driven sponsorship analytics, has revealed its collaboration with VideoAmp.
This partnership aims to embed VideoAmp’s premier viewership data into Relo’s platform, enhancing real-time analysis of on-camera sponsorships and brand visibility during live events.
This integration will provide stakeholders, including sports rights holders, brands, and agencies, with a precise, instantaneous tool to evaluate the impact of their sponsorships. Jay Prasad, CEO of Relo Metrics, commented, “We aim to redefine value measurement by combining accurate viewing metrics with demographic data. This will revolutionize how we perceive exposure value in an era of expanding yet fragmenting viewership.”
Throughout live games, sponsor logos are omnipresent – from player jerseys to digital signages and even equipment used by the coaching staff. Relo Metrics’ advanced AI models identify and monitor these logos across broadcast, streaming, and social media platforms, ensuring sponsors get a clear picture of their ROI. Currently, Relo Metrics caters to over half of the top-tier sports leagues in North America, including the MLB, NBA, NFL, NHL, and MLS.
VideoAmp’s unique methodology amalgamates data from Set-Top Boxes and Smart TVs, resulting in a comprehensive dataset spanning 39M households and 63M devices. This data-driven approach, emphasizing privacy, offers a more precise audience representation across platforms. As traditional metrics become obsolete, VideoAmp’s dataset is gaining traction among major networks and agencies, aiding in better advertising planning and performance evaluation.
Michael Parkes, President at VideoAmp, expressed his enthusiasm, stating, “Sports events have always been a magnet for audiences. Partnering with Relo Metrics ensures that brands and advertisers gain a transparent view of their exposure and its worth. We’re eager to expand this alliance and bring even more value to the advertising world.”
This collaboration promises to elevate industry standards by replacing manual or incomplete data collection methods. Moreover, with VideoAmp’s data, Relo can now offer a more holistic benchmarking perspective, considering not just the placement but also the broader audience engagement across various platforms.
