OUR EXCLUSIVE PROCESS
Repucom’s exclusive brand analysis technology is based on the Human Visual system.
The technology has harnessed principles derived from the extraordinary capacity of the human eye and brain to capture and process images in a matter of split seconds. This has come as a bi-product of 15 years of world leading research. The results are astonishing.
The flexibility of these principles has allowed us to develop a proprietary piece of technology that analyses branded content in any visual medium including television broadcast and print media.
Put simply, if the human eye can see it, the system will pick it up.
There is no differentiation between sports, branded content activity or brand logos – the process does not change. The system will find whatever it is asked to look for, regardless of the environment in which it is situated. Importantly, the system handles variation in rotation and size, and orientation where the branding can be recognised.
Not only does the system pick up all brand activity that it is asked to, it assigns a series of qualitative data points to each and every exposure that is found. These are:
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Importantly all of these exposures are contained on a “verification disc” in the form of still images that can be viewed by the client as required.
[top of the page]Key Industry Segments
Sports
In a continuously more complex marketing environment, sport sponsorships represent a great opportunity for brands to associate themselves with consumer passion and love for teams, events and athletes. While sport sponsorships have evolved beyond simply ‘slapping a brand on a jumper’, brand association remains at the core of sponsorships.
Repucom represents leading edge technology in broadcast, print and internet brand analysis enabling brands and rights holders to track performance and effectiveness. Repucom analysis sets new levels of consistency, week to week, game to game, sport to sport and as such is the perfect tool to benchmark performance.
Repucom clients have successfully used this for:
- Media evaluation
- Improved exposure performance
- Negotiation of fees
- Share of voice analysis
- Benchmarking & property evaluations
Branded Content
As new technology and consumer fatigue challenge traditional television advertising, branded content and program sponsorships are fast becoming a credible alternative. An independent research company (PQ Media) estimates that placing products and brands in broadcast is a $US22 billion industry worldwide (2006) and predicts it will be worth more than $US40 billion by 2012.
As the branded content industry increases and matures, marketers will look for greater accountability and transparency. Repucom’s technology is uniquely positioned to help monitor and evaluate branded content opportunities.
Repucom analyses and reports branded content opportunities across three key parameters:
- Branded Exposure (brand and/or product exposure in program)
- Product Integration (product integration/use in program)
- Verbal integration (verbal endorsement of product/brand in program)
Repucom’s Branded Content Value Chain, developed with leading industry consultants and now widely accepted, takes into account not only the on-screen quantitative performance of a brand or logo but also the type of integration. Classifications include:
- Unbranded Product Integration
- Passive Brand Exposure
- Passive Branded Product Integration
- Audio Reference
- Active Branded Product Integration
- Active Branded Product Integration & Audio Reference
The Technology
Repucom’s ground breaking technology allows brands to track, assess and evaluate the exposure generated by branded content and sponsorship activity in the broadcast environment. The technology provides details on the performance of brands in broadcast including:
- Number of brand exposures
- Duration of brand exposure (seconds on screen)
- Average size of exposure
- Average duration of exposure
- Location of exposure on screen
- Functional use of product
- Verbal reference to product
This data is subsequently used to determine a dollar value leveraging the advertising rate in the form of:
- 100% media equivalency (value of brand exposure duration)
- Repucom Brand Analysis media value (value of brand exposure based on the quality of the exposure)
Importantly, Repucom provides evidence and full transparency for all findings in the form of a verification disc.
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The Benefits
Accurately Assess Return on Investment Across Multiple Opportunities
Importantly, the consistent framework in which the analysis takes place makes it the perfect benchmarking tool for brands to accurately assess the relative returns of investment in the form of media exposure. Brands are now able to compare opportunities across television advertising, broadcast sponsorships, sport sponsorships, and branded content.
Visual Examination of Performance (proof of data)
The verification disc provides visual evidence of the data that is contained in the reports. By analysing the brand hits that are shown in images on the verification disc you can understand the brand's exposure performance.
Repucom always provides insights/advice based on actual brand exposure performance.
Comparative Analysis
Comparisons within the sports space, or branded content can be easily compiled with Repucom’s extensive bank of domestic and international exposure data. Whether it is year on year comparisons, comparison between all brands active at an event, or the performance of rival brands across the broad spectrum of the sponsorship space, Repucom is equipped to provide insightful data that will help clients to make informed decisions.
Speed & Service Levels
Because of the high levels of automation involved in the process, Repucom is able to deliver fast turnarounds on its Brand Analysis Reports, so you can make quicker decisions on the effectiveness of your activity. Reports are based on brand exposure data but Repucom will also always aim to provide value-added insights on brand exposure effectiveness.
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