Friday, December 16, 2016
GumGum Analyzes Sports Teams Sponsorships, Advertising
Santa Monica-based GumGum has launched a new effort to apply its technology to analyze sports sponsorships and advertising. GumGum, which is best known for its in-image advertising, said it has launched GumGum Sports, a new division of its GumGum Visual Intelligence arm, which uses computer vision technology to understand how fans are consuming sports content on broadcast TV, streaming, and social channels. GumGum Sports will be led by Jeff Katz, formerly VP of Business Development at GumGum. The company says its new offering lets teams and advertisers analyze every single frame of sports coverage, to understand how the signage at sports events is appearing across live television, social media, and streaming. The company said it is partnering with Catalyst Sports and Media, founded by Happy Walters and Josh Swartz, on the effort to bring the product to the sports market.