Seedtag’s computer vision boosts Olympics brand sponsorships

Seedtag, a leader in contextual advertising in EMEA and LATAM, has announced that it has developed specific computer vision capabilities to detect sports and help advertisers harness the power of visual media throughout the Tokyo 2020 Olympic Games. 

Seedtag’s contextual artificial intelligence (AI) technology provides brands with the opportunity to extend their sports sponsorships to visual media content. It provides a level of brand safety on the market and improved performance without using personal data, enabling brands to deliver advertising that is both effective and respectful of privacy.

Using its image recognition technology, Seedtag can deliver highly visible advertising campaigns to more than 500 million users as they view pictures and content across more than 3,000 premium publishers. Their computer vision technology, which has been designed to be highly scalable, allowing millions of classifications to be processed daily, helps brands reach consumers by taking advantage of a technology that would allow them to harness the power of sports imagery. 

Live sporting event content

The Tokyo Olympics are due to start this month, taking place between 23 July and 8 August. Due to the COVID-19 pandemic and last summer’s lack of live sports events, the consumption for this type of content has experienced a global upward trend, with the consumption of sports news increasing by more than 35%, according to Seedtag. 

Jorge Poyatos, co-CEO of Seedtag, says: “Throughout the Olympics, we are providing advertisers with premium inventory to enable them to associate their brand with the event. More than 70% of the adult population finds Olympic athletes inspirational. With the help of contextual AI, advertisers will be able to reach these people by broadcasting their campaigns on web articles dedicated to the subject by integrating their messages into the content where these athletes are featured. In this way, brands can benefit from the “halo effect” and associate themselves with the values represented by these people and the different sports they play.”

To continue expanding its Computer Vision capabilities, Seedtag has been particularly attentive to ensure that its image recognition technology detects that images on publisher sites explicitly feature sports. Trained to detect more than 30 sports, the model is able to indicate and discern sports such as athletics, badminton, basketball, boxing, cycling, fencing, football, golf, handball, martial-arts, rugby, surfing, swimming, table-tennis, tennis, volleyball and weightlifting, among others.