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What’s New at Blinkfire Analytics: Strength Meter
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What’s New at Blinkfire Analytics: Strength Meter

Since Blinkfire Analytics started measuring sponsorship exposure for brands and rights holders, we’ve tried to take a realistic approach to measurement, grounded in methodologies that mapped back to data and science for every decision made. This started with Blinkfire pioneering an auction equivalency valuation methodology that prices brand exposure according to the exact way our customers buy advertising in digital marketplaces and social media platforms.

Along the way we’ve heard a lot of statements from people in the industry such as “This logo is twice as big as that one, so it should be worth twice as much” or “There’s no way the logo on that ad board is worth more than this digital overlay.” While these suggestions seemed logical and made sense when we all had televisions with SD resolution, they no longer hold true in a multichannel digital world. In this world, we interact with multiple devices per day and stream television broadcasts on many different resolutions and screen sizes.

So, we decided to step back, clear our minds of the “old way of doing things”, and think about this problem using a fresh perspective.  Given that we are an AI company, could we actually predict the visibility of a logo’s exposure based on the ways in which media is consumed across multiple platforms and devices?

The short answer – yes. Our engineering team built a Strength Meter that takes into consideration the size of a logo and its visibility on a desktop, laptop, tablet, and mobile device all powered by our BrandSpotter™ technology.

Transparency
We’ve always driven home the message of transparency. We want our customers to have the most accurate, transparent data available when reporting — whether internally or externally. The Strength Meter is one important part of our transparent approach.

Brand Exposure + Device
Blinkfire’s Strength Meter allows customers to better understand where they are driving the most exposure for brand partners. Some brand logos may be visible on a laptop, but not on mobile. We present this data, so you know how brand placement + device affects visibility.

Strength Meter in the Wild
You’ve gotten a sense of Blinkfire’s Strength Meter, now let’s see it in action.

LAFC player on social media

The above example shows an LAFC Twitter post, and the difference between adidas and YouTube TV’s visibility based on our Strength Meter. adidas is spotted by BrandSpotter™ and would be visible on a laptop and desktop; YouTube TV is spotted by BrandSpotter™ and visible on all devices.


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Written by Alexis Prousis - October 6, 2020 - 328 Views

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