Now, technology tracks, places offbeat ads | business | Hindustan Times
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Now, technology tracks, places offbeat ads

business Updated: Mar 27, 2009 22:53 IST
Anita Sharan

Advertisements are now everywhere, not just in predictable TV spots, radio jingles and print displays — but advertisers who have found new places to sneak in their brands, such as a film scene or sports gear worn by cricketers, face a real business challenge in knowing how to measure the impact of such spending.

But help is at hand for those who want to answer questions like: Should I place my brand on his cap or his bat? How much is that spot worth?

In the April-May Indian Premier League cricket this year, Australia-based Repucom International, will be doing such score-keeping for offbeat ads. Repucom’s brand analysis technology, based on the ‘Human Visual System’, measures brand performance including number of exposures, duration, average size and verbal references in various contents.

“We have a metrics system that can measure exposure in varying degrees and can quantify to the advertiser on what exposure of their brand can give how much value,” said Danny Townsend, president, EMEA & South Asia, Repucom International.

Repucom, which has tied up clients like Nokia and LG, has tied up with MirriAd, the world’s leading embedded advertising specialist, to digitally integrate brands within existing content.

MirriAd, through its technology ZoneSense, digitally embeds advertising into videos — studio recorded or live streams. This enables brands to be placed in context with the video’s content in a unobtrusive way.

Marco Di Gioacchino, chief business officer, MirriAd, said: “This tie-up gives us the advantage of quantitative and qualitative measurement and analysis through Repucom’s systems, while we create the brand exposure in content digitally. Our combined offering gains credibility.”