Developed by Blinkfire, Strength Meter™ detects the size, quality, and visibility of a brand’s logo across different devices and social media platforms. Whether you are a sports organization, agency, or brand, Strength Meter helps make more accurate and informed decisions on media value. In this article, we dive into how Strength Meter works, how it aids content strategy, and how it builds stronger and more valuable partnerships.
How Strength Meter Works
Blinkfire’s Strength Meter uses AI, computer vision, and machine learning to predict the visibility of a brand’s logo in images and mixed media posts on the social platform and device (desktop, laptop, tablet, and mobile) used to view content. Because device viewership and usage varies based on how users consume content across social networks, Strength Meter plays an important role in accurately reflecting brand valuation. Brand Value is proportionally attributed based on percentage of viewers on a device where logos are large and clear enough to be seen.
In this Instagram post from Manchester City, Etihad Airways would be visible on all devices due to the brand logo’s prominent size, and therefore its earned media value would be $313,943. Puma is only visible on desktop, so they would earn $21,976 of the potential $313,943, as they are missing out on the majority of viewership from mobile users.
Similarly, VistaPrint is visible on two out of the four devices (laptop and desktop) in this Boston Celtics post. Using Strength Meter device distribution and valuation, VistaPrint would earn $31,693 of the potential $176,072 value because the brand’s logo would only be visible on laptop and desktop.
Optimizing Content Creation with Strength Meter™
At Blinkfire, we work with many of the biggest sports organizations who use BrandSpotter and Strength Meter technologies to adjust content creation and drive more value for partners. Some examples include:
- Leveraging Passive Logo Exposure — It’s All About Being Deliberate
Content teams who use Blinkfire think about image selection and choices often. Social media teams will have specific images in mind for content series — for example a happy birthday series with players. An NBA team might have an image of a player to use, but knowing how Strength Meter works will dictate how they use that image. For example, zooming in on the player to highlight the team’s jersey patch sponsor. Other images, like action shots, might be highly curated by the social and content team in order to choose the best options. Our friends at the Dallas Mavericks picked a great photo of Luka Doncic, but the star of the shot was the stanchion pole pad, with all three brands visible on mobile, tablet, laptop, and desktop.
In 2021, our friends at the Tampa Bay Lightning had a new helmet sponsor, Tampa General Hospital. Using Strength Meter, the Lightning realized the “Tampa General Hospital” logo was not visible on most smartphones. To grow the brand’s engagement and value on their helmet asset, they changed the logo entirely from “Tampa General Hospital” to the organization’s letter-based “TGH” logo. Despite a shortened 2020-21 season, Tampa General Hospital saw a 288% increase in engagements compared to the 2019-20 season. Learn more about how our technology helped the Lightning maximize their sponsorship exposure in our full case-study.
- Not all Brand Digital Overlays Are Created Equal
Organizations increase the size of digital overlay logos so that they are viewable on more devices, thus creating more value for sponsors. In this Instagram score graphic post from the Toronto Maple Leafs, the team could drive more value for their partners Dairy Farmers of Ontario (jersey patch) and LG (score graphic sponsor) by slightly increasing the size of the LG digital overlay logo and selecting a more zoomed-in photo of their player during the game.
We know that not every logo can or should be increased to be viewable on all devices. Some designs and campaigns call for more subtle approaches to branding. Regardless, Strength Meter is a great tool for evaluating content when it comes to logo size, quality, and visibility.
This Instagram post from our friends at the Boston Bruins is a great example on how teams can be increasing the value for their sponsors by making sure their logo is visible on all devices.
- Thoughtful Video Content x Brand Exposure
Blinkfire takes size, clarity, audience retention, length of video, and duration of logo on screen, into account when assigning value to brands in videos. Organizations should edit branded videos to showcase sponsors in effective ways. A great example of this is esports teams/players moving their cameras/split screens a couple inches to make sure their uniform sponsors are getting exposure during their streams. Our friends at Minnesota Rokkr adapted some of their most popular videos to make their uniform sponsor, USSA, visible on screen, thus adding more value to this asset.
Effectively placing your partner logos on popular content can have a positive effect when reporting valuation and renewing partnerships. These are just a few ways we use Strength Meter™ to help teams build stronger and more valuable partnerships when it comes to social content.
Defend Your Brand with Strength Meter
Strength Meter is valuable for brands looking to get the most out of their partnerships. For all the brand people out there, how many times have you had to tell an agency or team that you want your logo bigger in creative?
Strength Meter can be your north star when having these conversations. Going to teams and showing them the value your brand is receiving based on Strength Meter can help you with the partnership — whether that’s pressing for increased logo lockups, creating better, more engaging content, or editing a content strategy.
From McDonald’s point of view on this sponsored Instagram score graphic with the San Diego Padres, they could push the Padres to increase the size of their logo to ensure fans on mobile and tablet devices are exposed to their logo. Small changes like this can mean increased exposure and value on popular content like score graphics. The following Baltimore Orioles score graphic is a good example of giving their sponsor, Superbook Sports, full exposure on all devices.
Strength Meter™ can be instrumental in unlocking the true potential of your partners’/brand’s visibility. By harnessing these insights, you can make informed choices to optimize brand exposure and value across social media. As teams and brands continue to prioritize accurate valuations and reporting when it comes to sponsorships, it’s important that you’re getting the most accurate and advanced reporting available.
Track and Value Your Partnerships with Blinkfire
Whether you’re a team, player, league, or organization, tracking and valuing sponsorships across social media is essential to maximizing value. Blinkfire empowers partnerships and social media teams with the most accurate, real-time data powered by our patented, proprietary AI technology.
Interested in learning more about how Blinkfire can help track and value your sponsorships and social media content with advanced data reporting?