Advertisers who worry about the value they receive from their sports marketing deals now have a new tool that can help them measure their ROI. The new service, called Relay SponsorVision, is being
launched by Relay, a sports-marketing unit owned by Publicis Groupe. It uses optical-resolution technology to scan sports broadcasts for brand names and images, and its goal is to tell clients which
sponsorships get the most attention from TV viewers. The scan tracks the percentage of the TV screen that is taken up by an individual corporate logo, as well as the logo's location on the screen and
whether there are other brands on the screen at the same time. The data are then used to calculate the financial value of the screen time, based on a formula loosely tied to the cost of TV ad time.
The venture is about finding the "most impactful place to put a brand," says Wally Hayward, Relay's chief executive. Relay, which has licensed the technology from a British company, has a list of
clients that includes Coca-Cola, Kellogg, and Cingular Wireless, a joint venture of AT&T and BellSouth.
advertisement
advertisement
Read the whole story at Wall Street Journal »
