Partners Focus on Sponsorship Lift Measurement

Santa Monica, CA-based sponsorship analytics platform ReloMetrics has partnered with real-time audiences and insights provider Captify to integrate the latter's Search Lift measurement into the former's sports sponsorship management suite.

Captify, which is majority-owned by US private equity firm SFW Capital and claims to be 'the largest holder of onsite search data outside the walled gardens', processes search data from more than two billion devices and more than 3 million web sites globally, for use in omnichannel programmatic advertising and to provide real-time insights for clients. Last autumn the firm launched TV Search Lift, a proprietary study which extends its core Search Intelligence offering into the television market for the first time, evaluating the success and outcomes of CTV campaigns using on-site search data.

Previously known as GumGum Sports, Relo Metrics helps brands track sponsor exposure across live broadcasts, posts on social media, and streaming platforms, delivering insights through a single interface. During game play, sponsor logos are visible on a variety of sources, and the company's AI computer vision models detect and track every logo visible to audiences, to determine the return on investment for each sponsor. In November it expanded its broadcast viewing and valuation data into the EMEA region and Asia Pacific.

The combination of the two firms promises clients 'a comprehensive view of sponsorship performance, from initial awareness to interest and consideration'. This includes measuring changes in consumer awareness, brand affinity, and intent to buy through shifting search signals.

Relo says the deal supports its 'mission to go beyond valuation and enable brands to measure the full impact of their sports sponsorship investments'. According to CEO Jay Prasad: 'Understanding how sponsorships drive search interest is a vital link between media valuation and actual consumer response. This partnership is a major step forward for the industry and will enable brands to drive greater value from their sponsorship spend'.

Isaac Gerber, Global Director, Insights & Analytics at Captify adds 'We're confident [the partnership] will help brands significantly enhance the effectiveness of their sponsorship efforts'.

Web sites: www.captifytechnologies.com and www.relometrics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.