New Automated Analysis Patent for Relo

Sponsorship analytics platform Relo Metrics has been awarded a U.S. patent for an automated analysis technique pairing sponsor logos with locations within venues.

Formerly known as GumGum Sports. The firm provides high-speed video, text and image analysis leveraging computer vision to provide analysis of sports sponsorship ROI in real time. The new patent is the firm's 7th in the US and the company also has patents in Australia and Europe. Existing U.S. patents cover techniques such as the automated analysis of visual data; the application of machine learning to identify sports teams depicted in media; the augmentation of live video data to display real-time sponsor metrics; and the identification and tracking of visual objects within video feeds using fingerprinting technology.

The latest patent covers a proprietary system that uses computer vision and machine learning to analyze sponsor visibility in real-time sports broadcasts, pairing sponsor logos with specific locations or items within a venue and calculating aggregated media value based on exposure duration. CEO Jay Prasad (pictured) says the award 'represents our ongoing commitment to creating a currency-grade standard that powers immediate, actionable insights across the live economy', and adds: 'With each new patent, we reinforce our role as the trusted source for accurate and scalable data that moves the sports marketing industry forward'.

Earlier this year Relo partnered with real-time audiences and insights provider Captify to integrate its Search Lift measurement features; added an in-venue analysis solution promising sports properties and their partners 'a robust and holistic measurement of in-stadium / arena assets'; and launched a suite of solutions tailored specifically for college sports sponsorships. The company is on the web at www.relometrics.com .

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