A plataforma avançada de aprendizado de máquina da vBrand será integrada ao crescente negócio de esportes da Nielsen para aumentar a velocidade e a escala
New York, NY – Aug. 3, 2017 – Nielsen (NYSE: NLSN) today announced it has acquired vBrand, an Israel-based technology startup that has developed a machine learning-enabled platform to measure brand exposure and impact in sports programming. vBrand and its technology will be fully integrated into Nielsen Sports, bringing increased delivery speed and scale to the company’s existing flagship sports products, Sport24 and Social24. Financial terms were not disclosed.
A aquisição da tecnologia avançada da vBrand aumenta a capacidade e as metodologias de medição de patrocínio da Nielsen Sports, que já é líder do setor, considerada uma das mais robustas no esporte. O aprendizado de máquina da vBrand acelerará significativamente a velocidade com que as tecnologias de reconhecimento de logotipo e monitoramento de mídia da Nielsen Sports localizam e calculam as posições da marca na tela. Especificamente, a tecnologia vBrand pode permitir que as marcas e os detentores de direitos monitorem e acompanhem a visibilidade do patrocínio horas depois de um evento e façam ajustes na sinalização digital e nas campanhas sociais em um torneio, fim de semana de competição ou temporada.
O marketing esportivo é cada vez mais importante para as marcas que buscam atingir os consumidores em um mercado competitivo e fragmentado. Com os fãs sintonizados de forma confiável para assistir suas ligas, times e atletas favoritos, os gastos globais com patrocínio de esportes e entretenimento devem ultrapassar US$ 60 bilhões somente em 2017. As principais soluções de marketing da Nielsen Sports já medem milhões de horas de conteúdo por ano, ajudando a fornecer análises e insights para mais de 1.700 dos principais detentores de direitos, marcas, agências e emissoras.
“This is an exciting acquisition that demonstrates our continued ambition and commitment to our sports clients,” said Howard Appelbaum, President, Nielsen Entertainment. “Bringing vBrand’s technology into Nielsen Sports’ existing sponsorship valuation process will further expand the scale of programming and events it covers around the world. It will also provide timely exposure information, enabling clients to make smarter and faster decisions on sponsorship placement. Nielsen Sports’ brand exposure data and metrics are considered currency in the global sports marketplace, and we’re delighted to strengthen that further with this acquisition.”
“The acquisition of vBrand by Nielsen is a great opportunity to continue our journey and take our offering to the next level,” said Yael Dor, CEO, vBrand. “We are confident that our cutting-edge technology, combined with Nielsen’s platform, will extend its leadership position in the market by providing sports marketers with transparency and clarity on sports sponsorship investments.”
“We are excited to be a part of Nielsen and empower its sports analytics business with our unique technology of video analytics and deep learning,” added Tamir Rubinsky, Co-Founder & CTO, vBrand.
The accelerated growth of vBrand is driven in part by the design partnerships the company has built as an alumnus of the 2016 class of ‘The Bridge’ Program, a partnership between Coca-Cola, Turner and Mercedes-Benz that is focused on finding leading technologies and creating commercialization opportunities with the three brands.
A aquisição da Nielsen é o mais recente marco em um relacionamento já bem estabelecido entre as duas empresas, já que a vBrand, sediada em Tel Aviv, é formada pela Nielsen Innovate - a incubadora de tecnologia em estágio inicial da Nielsen licenciada pela Autoridade de Inovação de Israel (anteriormente conhecida como Escritório do Cientista Chefe de Israel).
"Usando uma abordagem um pouco diferente da maioria das incubadoras, a Nielsen Innovate orienta e acompanha as empresas que apoia, além de fornecer um investimento, com o objetivo de ajudar as startups em estágio inicial a se tornarem empresas globais bem-sucedidas e escaláveis", disse Dov Yarkoni, CEO da Nielsen Innovates.Desde sua fundação em 2013, a Nielsen Innovate financiou 18 novas empresas, muitas das quais já testaram ou venderam suas soluções para alguns dos maiores clientes da Nielsen nos EUA, Europa e China.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com, and for more information on Nielsen Innovate, please visit www.nif.vc.
SOBRE A vBRAND
vBrand was founded by Tamir Rubinsky and Eli Ben-David and is the leading provider of real-time sports sponsorship measurement, planning and maximizing data analytics across all platforms. vBrand’s platform utilizes advanced image recognition technology, along with proprietary AI, and deep learning applications, to determine sports sponsorship exposure valuations across linear TV, digital TV, the web and social media. The platform automatically and accurately detects on a frame-by-frame basis whenever a sponsor’s logo is visible to the human eye, while simultaneously weighing factors impacting each sponsor exposure such as duration, size, and image clarity. vBrand’s platform then analyzes all of that cross-platform data in real time. For more information, please visit: www.vbrandsports.com.
CONTACTS
Media Relations: Tom Scott, tom.scott@nielsen.com, mobile + 44 7824 991 579Gina Katzmark, gina.katzmark@nielsen.com, mobile +1.218.310.2259
