Analytics platform for brand advertisements, Upwave, and TV intelligence platform, Kinetiq has entered into a partnership. Leveraging Kinetiq’s TV intelligence data, Upwave will be enabled to deliver their clients with instant data metrics related to the sponsorship investments which they have received. By identifying logo placement, Kinetiq’s technology detects and tracks the number of instances, location, and length of brand sponsorship programs. The effects of these sponsorships on different Brand Outcomes Key Performance Indicators (KPIs), such as Awareness, Consideration, and Purchase Intent, are then measured by Upwave.
Chris Kelly, CEO of Upwave stated, “Marketers want to be able to answer two questions about their brand investment: who did it reach, and did it work? Marketers–since the inception of brand sponsorships–have never had a deterministic way to measure their effectiveness. Together, Upwave and Kinetiq are changing the game, and taking sponsorship marketing from an art to a science.”
Through the collaboration between Upwave and Kinetiq, organizations were able to link the audience sentiments with large-scale branding sponsorship. This will also provide a unified solution for marketers to identify the effectiveness of advertisement and sponsorship of the investments by combining quantitative and qualitative data sets. The effectiveness of sponsorship investment can be visualized by Upwave using attitudinal data and metrics.
“Having partnered with the Upwave team in the past, most recently supporting the AD Council’s Covid Ad Campaign, we saw the immediate impact of combining our data set with Upwave’s sentiment data. By extending this partnership to include sponsorship measurement, we provide our customers a whole new level of insights to measure their sponsorship investments. As we continue to expand our partnership, we see broader opportunities to take Upwave’s analytics into earned and owned brand initiatives–providing the industry with qualitative and quantitative analytics across paid, earned and owned,” stated Kevin Kohn, CEO of Kinetiq.
