Understanding brand visibility: from ad placements to micro-moments
Once every four years, the whole world finds itself glued in front of the TV, diligently following the rise and fall of legendary football teams. As media sources everywhere converge on this one event, we are bombarded with endless information – from match statistics and lineups to game highlights and even jersey designs. Given the astronomical amount of content we scramble to consume, the FIFA season also becomes prime real estate for branding and advertising. Understanding the target rate of these branding exercises have always proved to be difficult due to the plethora of distribution channels and the size of the audience. In an attempt to bridge this gap between branding and analysis, AthenasOwl has been developing unique AI-driven solutions to measure brand visibility, and at the start of FIFA World Cup 2018, we launched a dedicated service introducing real-time brand ranking. Here, we hope to give you a low-down on why we embarked on this project and some of the insights we gained during this project.
Categorized by brands, high points, placements, and matches, you can access brand rankings and statistics easily through our interactive web page.
Sports broadcasters and sports leagues are constantly seeking to improve their understanding of their content library in terms of visibility of players, actions on the field, interesting micro-moments, team logos, and brands among other entities. Partner brands, on the other hand, focus their efforts on understanding their assets’ visibility and screen time during the live telecast of a given match. In this context, the FIFA World Cup has been an ideal platform for us to showcase AO’s AI capabilities in analyzing brand visibility and mapping it to match high points during each game. Through our World Cup ‘Brand Rankings’ we have tried to demonstrate how AI technology has evolved to analyze hours of video content and generate relevant insights, something that wasn’t considered possible until very recently.
Adidas recorded the highest screen time with over two hours more visibility than Qatar Airways and Visa.
It has been such an interesting and insightful experience so far! Leveraging the power of AI, we have been able to measure the visibility of each of the 14 FIFA partner and sponsor brands at various points of each match, analyzing their screen presence during live broadcasts. This, in turn, has allowed the brand sponsors to discover the strengths and challenges within their branding strategy. Here are some other key insights that we found to be particularly interesting:
Among all the high points within a match, brand sponsors gained the maximum visibility when a goal was scored, as compared to any other moments.
The top three brands in terms of visibility every time a goal was scored were Adidas, Coca-Cola and Wanda Group, in that order.
By closely following brand placements patterns through the World Cup, we have also been able to interpret secondary insights such as this – showing how sidelines have offered the brands maximum visibility through the matches.
From the perspective of both monetary investment and interest from the industry, the potential of this technology is immense. Given the sheer number of popular sports and entertainment events that are conducted each year, the advertising opportunities for brands and public figures are ever increasing. Giving these advertisers, players, and performers the power to access deep analytical information about their events will allow them to not only propel their brands but also understand how they are perceived and received by a global audience. It is, therefore, a capability that can completely overhaul the way advertising is done today.