5/25/2016 9:20p

DHL and F1: Proving Sponsorship Value with Social Listening and Image Recognition
by Richard Sunley May 19, 2016
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sponsorship image recognition dhl f1 social listening

Corporate spending on sponsorship activity will hit 60 billion dollars in 2016.

But despite this vast expenditure, measuring the ROI of sponsorship remains a tricky business, especially with social media changing the game when it comes to measuring the reach of a brand or logo. Event organizers too, run into difficulties when trying to accurately value their sponsor deals.

We’ve previously written about how brands can get some idea of sponsorship ROI through using text-based social listening. Now with the introduction of image recognition technology, brands and event organizers have an opportunity to get an even clearer view of the reach and value of sponsorship activity.

This blog post will use the example of DHL’s sponsorship of Formula 1 to show how this can be done.

DHL and Formula 1 – Why Brands Need to Track Logo Usage to Understand Sponsorship

Formula 1 is a truly global sport with races taking place on every continent and their top sponsor DHL is a global brand operating in more than 220 countries and territories.

Each year DHL spends millions in F1 sponsorship with banner advertising around race tracks and logos on cars and uniforms, helping to create a strong association between their brand and this high speed, high intensity sporting contest.

Brands have long understood the impact that images from sporting events can have on global audiences. Live global sporting events receive millions, sometimes billions of viewers. Social networks have extended sponsor reach even further with snapshots of key sporting moments shared instantly on social networks. There are several well-established ways of measuring broadcast impressions, but the images traveling across social networks and online websites can easily get lost when it comes to tracking sponsorship reach.
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