Ensuring an effective sponsorship portfolio that reaches everybody targeted by a brand requires several investment opportunities and real-time insights. Sponsorship comes in many forms, including on individuals, at sports events, in stadiums, and during media programs.
Sports fan behaviors have changed, meaning they have adopted how they connect with their favorite sports and athletes. A recent Nielsen Report for 2022, named 'Fans are changing the game," highlights these changes, mainly a 5% increase in the multi-screen experience for fans.
Moreover, sports sponsorships grew by 107% in 2021, and 81% of global respondents trust sponsorships at sporting events.
Delivering valuable and accurate impressions insights across several channels does not need to remain a challenge or left to 'guesstimates'. VISUA provides a comprehensive solution that allows sponsorship monitoring platforms to deliver the most accurate calculation of sponsorship ROI that goes beyond the usual.
Getting Real Insights From All Channels
Monitoring sponsorship across several traditional and new channels often seemed like an unattainable goal until the team at VISUA developed its Visual-AI technology suite. The suite's design accommodates sponsorship monitoring platforms, providing measurable data from all.
Despite the expected accelerated growth in the sports sponsorship industry, companies expect a return on investment and want measurable results for their spending across all channels. In addition, seeing the brand's true exposure requires the accurate measurement of impressions.
Success cannot rely on partial data sampling from one event in a series of the broadcast medium. Therefore, VISUA's Visual-AI can process all events in a series across all channels and media types, delivering immediate insights for comparisons on the platform.
Computer Vision removes the need for humans to do the time-consuming analysis, which is expensive and lacks accuracy. Instead, Visual-AI analyzes the content for the frequency, type, and quality of the impressions, giving reliable data readings.
The process ensures detection and placement values, leading to accurate sponsorship valuation & ROI with Computer Vision.
Supported Features of VISUA's Sports Sponsoring Monitoring
Getting better and more accurate detection rates requires unique technology. As a result, VISUA implemented several unique features to ensure their product performs.
These include:
Full frame-rate processing by VISUA's Computer Vision allows frame-by-frame analysis instead of only a handful of frames per second.
Another thing that Visual-AI allows is to add all statistics to the overall data set, including fleeting, blurred, small and partial impressions. Again, the reasoning is that viewers still register these impressions, offering some value to the data set. Known as PerfectData Technology, the program can detect these and add their values, even though they remain lower, giving a better accuracy rate.
Another design feature is the ability of the VISUA application to provide accuracy for high-scale applications. In addition, fast processing gives excellent quality and reliability across even the most demanding applications.
Placements and placement data remain critical, and VISUA's quick brand activation time allows you to train the system to learn about new brands quickly. The feature is called Instant Logo Learning and provides for a highly customizable brand library that already recognizes over one hundred thousand brands and logos.
Easy Integration
It is far quicker and easier than you can imagine to integrate VISUA's Computer Vision API into your system so that you can share its vast range of reports and values. These include several basics like brand name, logo size, logo position, and time to screen. However, you can also enjoy advanced insights such as share of voice, placement, prominence, visibility, and clarity.
The image below gives a clear insight into what you can deliver once you integrate this wealth of impression data, including the ability to more accurately calculate the value of the sponsorship.
VISUA's onboarding process and support remain top-notch, with ongoing support, especially in the research and feasibility stage. Moreover, VISUA's computer vision technology solution works on any system, whether cloud-based, on-premise, or a combination of the two.
Last Take
Since sports viewership is now a multi-screen experience, data shows that 47% of sport-watchers concurrently interact with other live content, a number that keeps increasing. Worldwide, sponsorship opportunities continue to grow thanks to the growing demand for women's sports and the ever-increasing interest in non-live sports event content. The rise in women's sports, e-sports and emerging sports events presents an opportunity for brands to reach a new market of consumers. However, these require the correct insights to ensure accurate sponsorship valuation and ROI, which VISUA's Visual-AI can do for you!
* This is a contributed article and this content does not necessarily represent the views of techtimes.com
