SVG Europe welcomes new Gold Sponsor SAP Brand Impact
By: David Davies
Tuesday, September 12, 2017 - 10:39 am

Hot on the heels of several similar announcements in recent weeks, SVG Europe is delighted to announce a new Gold Sponsor in the form of SAP Brand Impact. As media consumption shifts from text to video, advertisers and content buyers are often struggling to quickly measure return on investment, particularly when it comes to sponsored television content.

While global sponsorship spending topped $62 billion in 2017, most sponsors only funnel 1-2 percent of their sponsorship budget toward measuring ROI. Moreover, current processes to monitor brand exposure in television video are largely manual, requiring large time investments for human viewers to track, time, and record brand exposure.

Into this landscape comes SAP Brand Impact, which automatically analyses brand exposure in sponsored television video by leveraging SAP’s advanced computer vision techniques and proprietary algorithms. Debuted in April 2017 and available to customers in May, SAP Brand Impact helps media agencies, production companies and brands gain accurate, timely insights into sponsorship ROI. The technology is speeding up the review process by up to 100 times the manual rate – completely upending current business models and enabling ‘precision sponsorship’ for brands and media companies.

In essence, by significantly speeding up the review process, this technology opens up completely new video monetisation possibilities for brands and media companies that can now make near real-time sponsorship decisions informed by previous ROI.

Sporting presence

With a healthy pipeline of more than 500 leads generated since it was first available for sale in May, SAP has already finalised contracts with initial customers on the platform, including Future Sports for Audi Summer Cup and ERM Tournament, live on SAP Brand Impact. In the B2B enterprise software industry, this timeline for pipeline growth, closed sale and first implementation is unprecedented. SAP Brand Impact is the first of many machine-learning solutions developed by SAP that will enhance precision and speed to market for companies across many industries.

All of which makes this an ideal time for the company to join the SVG Europe sponorship fold. Mike Kemelmakher, VP and Head of SAP Computer Vision CoE, comments: “We joined SVGE as a sponsor because we see there is a lot of evangelising and education to be done around AI and Computer Vision, and the applicability of those methods for various video analytics use cases. We are looking forward to leveraging the power of the community to get more acknowledgement for solutions like SAP Brand Impact, which perform automatic video processing.

“By enabling real-time analysis that tracks brand exposure while also quantifying the placement, quality, and timing of relevant exposure, SAP Brand Impact allows companies to assess video ROI through a single appliance 100 times faster than manual review, and seven times faster than the broadcasting frame rate. Most notably, the technology can deliver results minutes after a video ends – rather than the current six-week window – allowing for faster decision-making in future sponsorship opportunities, and turning the old-fashioned model on its head.”