Measuring Your Brand Impact on Broadcasts: Why Artificial Intelligence is Crucial

The broadcast market, encompassing everything from sporting events and concerts to podcasts and live social media streams, is constantly growing. This expansion offers brands a unique opportunity to reach a large and engaged audience, connecting with potential customers at a time of attention and receptivity. However, measuring the return on investment in sponsorships and advertisements during broadcasts can be a challenge, especially without the use of artificial intelligence (AI).

Frequent market questions:

When investing in broadcasts, brands often face questions such as:

What is the level of exposure of my brand during the broadcast? Was the brand displayed prominently? For how long? At what key moments of the broadcast?
Is the investment made in sponsorship or advertising really delivering the expected return? Is the audience impacted aligned with my target audience? Is the investment generating the desired brand recognition and recall?
Do I have enough information to support the negotiation of new investments in broadcasts? How can I compare my brand’s performance with that of my competitors in different types of broadcasts? What key performance indicators (KPIs) should I consider?
Am I making the most of all my brand properties during broadcasts? How can I optimize the use of logos, slogans, mascots and other brand elements to generate greater impact and recognition?

The limitations of manual measurement:

Manual measurement of brand exposure during broadcasts is a laborious, time-consuming and error-prone process. It is necessary to manually monitor the broadcast, identify brand appearances in images and sounds, record the time and form of exposure (logo on screen, audio mention, etc.) and compile this data into reports. This manual process is inefficient, inconsistent and does not provide detailed insights into the real impact of the brand on the broadcast.

Artificial intelligence as a solution:

Artificial intelligence emerges as the ideal solution to overcome the limitations of manual measurement and provide an accurate and complete analysis of brand exposure in broadcasts. Through innovative tools and platforms, AI automates and streamlines the measurement process, generating accurate data and valuable insights that allow brands to make more informed strategic decisions.

AI features for brand measurement:

Real-time monitoring and identification: AI can automatically monitor and identify images and sounds of your brand in any type of broadcast, including sports broadcasts, concerts, podcasts, live social media streams and much more.
Brand exposure quantification: AI quantifies brand exposure in various aspects, providing information on total display time, frequency of appearances, key moments in the broadcast when the brand was displayed and the distribution of exposure throughout the broadcast.
Comparison with the competition: AI allows you to compare your brand’s performance with that of your main competitors in different types of broadcasts, providing valuable insights into the effectiveness of each brand’s strategies and differentiation opportunities.
Commercial validation: AI can be used to validate whether what was contracted in terms of brand exposure is being met, ensuring that you receive the expected return and protecting your investment.
Audience analysis: AI provides detailed information about the broadcast audience, such as age, gender, location, interests and online behavior, helping you to better understand your target audience and target your marketing actions more effectively.
Sponsorship efficiency calculation: AI calculates the sponsorship efficiency based on the value of the investment made and the return obtained in terms of brand exposure, recognition, recall and other relevant KPIs.

Benefits of AI for brand measurement:

The use of AI in brand measurement during broadcasts offers several benefits for companies, such as:

Accuracy and reliability of data: AI guarantees the accuracy and reliability of the data collected, eliminating the errors and inconsistencies of manual measurement.
Agility and time saving: AI automates the measurement process, freeing up time for marketing teams to focus on more relevant strategic activities.
Valuable insights for strategic decisions: AI provides data and analytics that help you make smarter decisions about your sponsorship and advertising investments.
Better negotiation of sponsorship investments: Based on concrete data, you will be better prepared to negotiate with sponsors and ensure the best return for your brand.
Optimization of the use of your brand properties: AI helps you understand how your brand properties are being used and how you can make the most of them.

Conclusion:

Artificial intelligence is a powerful tool that can transform the way you measure the impact of your brand on broadcasts. By automating the measurement process and providing accurate data and valuable insights, AI allows you to make more informed strategic decisions and maximize the return on your investments.