Measurement and effectiveness · Episode 65 · Season 4 · ·
Most People Don't Love Advertising. They Love Sports.
Jay Prasad, CEO of Relo Metrics, on why measuring brand integrations, sponsorships, and creator partnerships requires a completely different data model from advertising measurement, how computer vision AI replaced interns with VHS tapes and stopwatches, and why the real reason brands invest in sport is cultural association not impression-based CPMs.
Jay Prasad, CEO, Relo Metrics. In conversation with Justin Cooke.
Most People Don't Love Advertising. They Love Sports.
0:0034:00Why sponsorship measurement needs a different data model and how computer vision replaced VHS tapes
Jay Prasad founded Relo Metrics three years ago after it was spun out of GumGum, where the company had been incubated. For the past 15 years, his career has focused on measurement rather than programmatic buying, with a consistent conviction that the measurement infrastructure of advertising was built for clicks and conversions but not for the kind of cultural value that brand integrations, sponsorships, and creator partnerships create.
In this conversation he explains why sports marketing historically operated on gut feel and executive relationships, how computer vision AI has replaced the stopwatch-and-notepad measurement approach of earlier eras, why Formula One movie F1 and Drive to Survive are creating brand visibility that deserves serious measurement, and why the shift from logo slaps to genuine fan experience integration is what distinguishes great sponsorship from expensive decoration.
Tell us about Relo Metrics and why you founded it
“Relo Metrics is completely focused on measuring all the things that are not an ad. Brand integrations, sponsorships, influencers, creators. These worlds are all combining right now. And it is a different large scale data problem to understand what is happening in all these places and create holistic valuations for brands and rights holders.”
The founding thesis: measurement infrastructure built for ads does not work for brand integrations.
What did sports marketing measurement look like in the early days?
“If you talk to anyone who worked at a sports team in the 80s or 90s, they literally used a stopwatch, a notepad, and a VHS tape. Interns would watch, stop, and write down when your banner was visible. Now you have computer vision AI detecting everything in a second-by-second method and understanding what it has seen.”
The leap from manual counting to computer vision AI.
Why do brands invest in sport?
“Most people do not love advertising. They love sports. Brands invest in sport because they want to be part of the culture, part of the conversation, associated with something that people love. That is not why they run ads. It is a completely different commercial logic and it deserves completely different measurement.”
The core insight that Relo Metrics is built on.
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Become a Voice →Tell me about the F1 movie
“We tracked all the brands and exposures that happened in F1 the movie. We have started doing the same with Drive to Survive on Netflix. It is amazing how much visibility and memory those brands are getting. That is a new kind of brand integration that did not exist five years ago.”
Emerging formats that expand the definition of sponsorship measurement.
What distinguishes great sponsorship from expensive decoration?
“It is about genuine integration. The NFL and Verizon: every NFL stadium is Verizon 5G. Your phone actually works in the environment. So it is part of the fan experience. Part of the team and sport development. That is not a logo slap. That is integration where the brand is actually adding value to the thing the fan loves.”
The gold standard for sponsorship integration.
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Read the full transcript
Lightly edited for readability
Justin Cooke Tell us about Relo Metrics.
Jay Prasad Completely focused on measuring all the things that are not an ad. Brand integrations, sponsorships, influencers, creators. A different large scale data problem. In the early days of sports marketing, interns used VHS tapes, notepads, and stopwatches to count logo seconds. Now computer vision AI detects everything second by second across all surfaces.
Justin Cooke Why do brands invest in sport?
Jay Prasad Most people do not love advertising. They love sports. Brands invest in sport because they want to be part of the culture, part of the conversation, associated with something people love. That is a different commercial logic from advertising. It deserves different measurement. Logo slaps versus genuine integration: the NFL and Verizon, every stadium is Verizon 5G. Your phone works. That is real integration.
