GumGum Launches 'Holistic Sports Marketing' Solution

In the US, digital ad tech company GumGum has launched a new solution combining its software with that of its sports sponsorship measurement subsidiary Relo Metrics, promising users 'a holistic approach to sports marketing'.

Founded in 2008, GumGum is headquartered in Santa Monica, California, and operates in twenty markets. Relo Metrics was previously known as GumGum Sports and provides an analytics platform allowing brands to track and optimize their sponsorship investments, and helping teams and leagues retain and grow revenue. This summer the company partnered with real-time audiences and insights provider Captify to integrate Search Lift measurement into its sports sponsorship management suite; and launched an in-venue analysis solution promising sports properties and their partners robust and holistic measurement of in-stadium / arena assets.

The new joint solution, described as 'advanced contextual intelligence meets real-time sponsorship data', allows brands to deliver relevant ads to extend the value of their sponsorship via surrounding media opportunities, and track its impact before, during and after live events. Advertisers can use it to reach audiences at key moments during and after sports events.

GumGum CEO Phil Schraeder (pictured) comments: 'We've built two incredible businesses, one leading the charge in digital advertising and the other in sports sponsorship measurement, so it's an absolute no-brainer to combine our expertise and offer brands something truly unparalleled. For brands engaging in sports sponsorships, there's nothing else on the market that delivers this kind of comprehensive solution to engage with consumers and measure impact like never before'.

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