Sponsorship analytics platform Relo Metrics (formerly GumGum Sports ) is adding viewership data from ad measurement company VideoAmp to track brand exposure during live events. Relo Metrics uses AI models to detect logos seen by fans on broadcast and streaming video, as well as shared on social media. This exposure is used to calculate the return on investment (ROI) for sponsors. VideoAmp's dataset includes 39 million households and 63 million devices, and will expand the scope of Relo Metrics’ reporting. By linking content viewing metrics with demographic attributes, marketers can now value exposure in terms of household impressions. This new partnership will allow brands to measure the reach of their sponsorships versus advertising.
Originally reported by Martech: https://martech.org/relo-metrics-boosts-sponsorship-measurement-with-videoamp-viewership-data/
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