IFM, a leading sports media analysis company, has signed a five-year contract to use the Magellan automatic image recognition system developed by Omniperception, a global supplier of advanced image analysis technology, and marketed by Applied Image Recognition (AIR) Ltd.
The tool has already been adopted by UK-based Sports Marketing Surveys.
It aims to transform the automatic analysis and reporting of brand exposure in TV sports advertising and sponsorship by providing a detailed analysis of brand, logo and product exposure, as well as totally consistent quality.
Magellan looks to mimic the human eye. With the traditional '30-second spot' under pressure from commercial break avoidance systems, brands are looking for new ways of getting their name and message across to consumers.
Magellan analyses how much value sponsors are receiving, and how this can be enhanced.
