iSpot To Measure Sponsorship Impact For Genius Sports
When marketing is the game, sponsors want to know the score, particularly when it comes to sports.
Genius Sports, which provides enhanced statistical features for sports fans, said it is working with iSpot to measure the reach and impact of its sponsorships.
iSpot, best known for measuring the viewership of commercials on TV, also provides advertisers with information about the effectiveness of their campaigns.
The data from iSpot will show marketers the returns on their advertising spending (ROAS) and return on investment (ROI).
Genius Sports will integrate iSpot’s Unified and Outcomes measurement products and data insights into FanHub, Genius Sports’ omnichannel platform designed to reach sports fans across the web, mobile and streaming. The arrangement will give Genius Sports clients the ability to understand deduplicated audiences over these viewing sources, as well as understanding the ROI and the impact their media strategies have on consumer action, the companies said.
"This partnership with iSpot represents a significant advancement in our ability to deliver measurable value to brands in sports," said Josh Linforth, chief revenue officer at Genius Sports. "By integrating iSpot's industry-leading measurement capabilities into FanHub, we enable our clients to understand the true impact of their campaigns across the fragmented sports viewing landscape. In an era where fans engage with content across multiple screens and platforms, this unified view of performance and outcomes will transform how brands optimize their sports-adjacent investments."
Genius Sports works with sports organizations, collecting data and using technologies like computer vision, machine learning and augmented reality to create immersive products for sports fans and bettors — some of which are sponsored.
The NFL, EPL, FIBA, NCAA, NASCAR, AFA and Liga MX are among the leagues and associations working with Genius Sports.
iSpot is a cross-platform TV measurement company. It persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD, streaming environments and out-of-home (OOH) environments in real time. iSpot’s data is used by hundreds of brands, all major TV networks and many ad agencies.
“We’re thrilled to partner with Genius Sports in order to help the broader media marketplace capitalize on the clear opportunity that exists with what are often loyal fans,” said Emily Wood, VP, business development at iSpot. “Sports programming alongside the growth in sports books have unlocked a great deal of value for marketers over streaming and digital channels and one of iSpot’s key missions is to help brands unlock and harness that value.”