Stadium To Track Advertising, Sponsorships In Real-Time Live Streams

As media cements a place in digital, the new sports network Stadium has partnered with GumGum to identify and track advertising that appears in live streams and broadcasts on a variety of screens and feeds such as Facebook and Twitter.

The sports network--which replaces 120 Sports,Campus Insiders and American Sports Network--will run digital content all day long every day of the week and will add over-the-air (OTA) broadcast in early September.

The first official Stadium content was released last week — four hours of live Stadium branded programming — exclusively on Twitter. The 24/7 digital feed launch is scheduled for mid-August.

GumGum's technology will search for the content, with the goal of tracking sports highlights and sponsorships as they are shared in social media. The network intends to run more than 3,000 live events and studio shows during the next 12 months, from baseball to track and field. Five hours of in-studio broadcast and an on-demand app will augment the content.

"We want to understand the information in real-time," Dan Scalia, SVP of revenue at Stadium. "Then during the next six months, we'll find ways to use the data to support rights relationships and advertisers."

Marketers now realize that each type of device and media stream holds a unique value that extends into social media, making measurement more challenging. A video on YouTube shows how the technology identifies the sponsor.

The deal will enable Stadium to analyze the difference in the value of the content through OTA devices compared with channels such as Amazon or Twitter for brands including Best Buy, Comcast, Wendy's, and New York Life.

GumGum's platform tracks content on over the air, owned-and-operated channels, Twitter, Facebook, over-the-top platforms like Apple TV and Verizon's Go90 Platform.

GumGum, which launched a sports division late last year, applies computer vision to solve some of the problems in sponsorship measurement, taking the technology past broadcast and into social media and streaming video.

The technology removes the manual process of combing through the video and counting the seconds that the clients appear in frames, and makes it easier to put a value on the content at the time it runs. 

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