Whether or not you subscribe to the ‘exposure’ model of sponsorship, this article is quite interesting. It’s hard to say whether fans watching a telecast respond to logos the same way a purpose built computer does, but at least it allows sponsors to track if their brands are shown at all, irrespective of whether the viewers notice or respond.
Certainly the software would have no problem finding the logos on the new Puma Volvo Ocean Race Boat or Alex Thompson’s IMOCA 60 – Hugo Boss.
Magellan technology has previously been used by larger agencies and Rights’ Holders to track logos from world renowned brands such as Budweiser, Cinzano and Fosters, but now is smaller, more cost effective and easier to use.
It gives levels of detail previously unobtainable including size, position on screen and angle as well as duration of exposure of individual logos, on hoardings, clothing and other surfaces. This enables agencies to give accurate valuations of on screen exposure, resulting in very accurate measurement of ROI for sponsors, teams and other interested parties.
Until now, Magellan installations have run on platforms consisting of workstations and servers, designed to process large volumes of video on a daily basis.
Applied Image Recognition Ltd, (AIR) world wide distributors of Magellan, has developed a new single workstation system to provide a portable and more cost effective solution for smaller agencies to track logos for the first time with the same level of accuracy and consistency provided by much larger systems.
Developed by OmniPerception, Magellan automatically detects logos in video streams, accurately and consistently. It provides companies with vital data about the effectiveness of their brands such as the duration of the logo or brand on screen, the percentage on screen, the size, location and angle of occurrence.
Ian Young Chief Executive Officer of AIR explained: “It is now recognised by the marketing industry across the world that logo analysis is an effective way of measuring brand exposure at major sporting events.
“The development of the next generation Magellan is an exciting step forward for us which we hope will have implications for the industry as a whole because it will enable more agencies to carry out logo analysis than has previously been in the past.”