Why asset-level data is a non-negotiable for sports sponsorships

DOES YOUR SPONSORSHIP VALUATION PROVIDER GIVE YOU ASSET-LEVEL DATA?

At Relo Metrics, we give you detailed valuation data for every single asset in social posts, broadcast frames, in venue sections, and more. That means we aren’t just valuing an entire post or giving you the total value for one particular partner or placement like others in the space. We break things down in a granular way that is easy to understand so you can see the full picture of your sponsorship performance. Across all channels (broadcast, social & more) Relo ties data back to the sponsor-placement level which is paramount to accurately tracking the value of your sponsorships.

What exactly do we mean by that? 

Check out the granular level of detail you get any time a sponsor/placement combo partner is seen within a social media post (both your owned and earned accounts!). If a partner is shown more than once in a post, we break it down and show the value that got from each asset as well:

How do we do it?

At Relo, we own our own computer vision (CV) technology, which means that we are able to give you more accurate and granular data. We have created 3 different detection models to help us track logo placements

• Placement Detection Model: responsible for identifying placements that we have predetermined as standardized placements
• Logo Detection Model: used to determine if a logo is present on screen 
• Sponsor Recognition Model: classifies each logo that gets detected and says what brand it is by probability

More specifically, our CV models provide highly detailed sponsorship data, enabling you to track and value assets at the placement level. Our computer vision models analyze each placement and sponsor combination across broadcast, social media, and other platforms, offering precise metrics that help you make informed decisions. Instead of just reporting total values for posts or partners, we delve into the specifics to uncover potential hidden value. This approach allows for a deeper understanding of how each element contributes to overall sponsorship effectiveness, revealing insights that might otherwise go unnoticed.

RELO METRICS COMPUTER VISION: LOGO DETECTION

RELO METRICS COMPUTUER VISION: PLACEMENT IDENTIFICATION 

Why is this important? 

Having asset-level data across all channels should really be a non-negotiable and something every sponsorship valuation provider provides you. Without it, you wouldn’t be able to:

• Make proper optimizations to creative:  if you only know how an asset as a whole performed and not each individual sponsor, how would you know if one sponsor's creative was causing one partner to not perform as well as you expected?
• Properly report value - giving the value of a social post as a whole, as an example,  gives no insight into the value one particular partner received via social and will really inflate the values they think they received via a partnership