Athletics and Recreation

How brands are using AI to calculate the value of sports sponsorship

How brands are using AI to calculate the value of sports sponsorship



hello and welcome to the next installment of marketing week's digital decoded series where we look at the latest technology and why marketers should be using it today we're here with gum gum sports who use AI to calculate the ROI for sports advertising we're here with ofer talents who will run us through technology yeah so first off at the highest level gum gum is an artificial intelligence company we specialize in computer vision which effectively means that we teach computers how to see in much the same way humans ooh so we look at all the editorial content published every day look at social content we look at broadcast television and we develop an understanding of what's happening and all those different mediums across imagery across video and we commercialize that in a variety of ways with gumgum sports in particular what we do is we apply computer vision to broadcast television and also to social media in places like YouTube to identify everywhere where a sponsorship appears and we calculate the value of those sponsorships and identifications yeah so the way that we work out the calculation varies a little bit on broadcast and social but it's the same general methodology and the idea is that we look at every single frame that's published around a given sport every single moment we identify a sponsorship and when we do that we see how long it's in view but in addition to that we see things like what's the size of that actual mention we understand things like is it blurry is it clear is it off you skated in any way is it the only sponsorship in view at any given moment does it have a hundred percent share of voice and we use all of those factors to calculate effectively a discount rate that we apply to what it would cost to actually buy a hundred percent share of voice a 30-second commercial or an Instagram ad or a Twitter ad and we use that to calculate the value in real time yeah so soon we'll work with about a third of the NBA we just launched this new division of the company about six months ago since relatively new we work with the NFL and a number of teams there we work with Major League Baseball we're in discussions with a lot of teams and sort of soccer or football you guys have heard it in the UK and and also a number of brands an increasing number of brands that are using it to understand what our ally they're generating from their sponsorship activities we're looking at every single frame of every single mention and calculating the exposure programmatically so it's a much more comprehensive approach to to solving that valuation problem


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