Brands are often promoted through sponsorship campaigns at sports and cultural events. These events attract large numbers of viewers both directly and via media reports, allowing brands to get favorable positioning.
The question is how to increase the effectiveness of your sponsorship campaigns and position yourself better than the competition. Sponsorship contracts often come at a steep price, so brand owners are naturally more than a little interested in finding out how effectively their outlays are working for them.
The problem is, it’s difficult to assess quantitatively just how great one’s brand exposure is. The current approach to computing such statistics is based on manually annotating broadcast material, which is tedious and expensive.