Sport Eye Tracking, tool, Havas Media Innovation
Sport Eye Tracking is a tool developed by the agencies Havas Sports and Havas Media Innovation, which measures the effectiveness of the visibility of the sponsors during broadcasts of sporting events on television. During major sporting events, during which audiences are high, there is an increased number of sponsors. Hence the use of the Sport Eye Tracking talks about which brand stands out best among all the sponsors. In 2006, the sponsoring brands were visible on television of which 1231 was concerned with football. So the Sport Eye Tracking is a revolutionary tool that will enable companies to develop innovative devices visibility and more effective in their sponsorship strategy.
Sport Eye Tracking, is to measure, using an infrared camera, the course of the eye on a screen by following the movement of the eyes and the length of it on this brand in the enclosure sports. Then the memory of these sponsors by those exposed is studied. The operating principle Sports Eye Tracking is based on cutting-edge technology to the extent that an infrared beam and is sent to the center of the pupil of the viewer. This reflects the infrared beam and its variations are detected and analyzed by software that accurately calculates the position of the eye relative to the images on the TV screen.
[...] This is the birth of the Web Sport Track. This tool was developed to allow "advertisers to measure the ROI of their campaigns on the Internet to maximize their communication strategies." Sport Track Web measures the effectiveness of sports business on the internet through four indicators: The presence: it is the analysis of the visibility through Sport Track web of interests (brand, event, club or sports) within the reference Internet media (online newspapers, specialized sites, blogs . ) . Impact: Sport Track Web identifies the most influential sources of information, communications relay, opinion leaders, and measures the power of communication on the Internet. [...]
[...] Firstly, the sponsor must be present on at least three different locations such as the line panneautique key, the central marking of the lawn or on the clothing of players. Then the sponsor must seek to be visible on well exposed positions during idle time (half- time stoppage, awards ceremonies . Finally, the sponsor must opt a sponsorship in the long term to be effective. Sport Track Sport Track is a tool developed by the company TNS Sport studies to measure the relative weight of the sport and its exposure in the media press and radio). [...]
[...] According to Bruno Lalande, Director of TNS Sport France, "Internet whose influence is growing, represents a real locomotive in the advertising market and drains twice more advertisers than television (3339 advertisers on the Internet in 2007) . Its influence now than outdoor advertising and radio heels. If finance massive advertising universe, editorial content is just as crucial. As such, now 18 million French are interested in sport on the Internet in 2007, more than one Internet user in two! The challenge of information for sports business on this channel is relevant! [...]
[...] These data will allow advertisers to target sports to have significant media coverage. Bibliography O. ABRAT et R. MARTIN, Bilan Rugby 2008, Les Français et le rugby, TNS Sofres, mars 2008 F. ANNE et E. CHERON, La mesure de l'efficacité du sponsoring, Revue Française du Marketing Maxime DEGBO, Les sponsors toujours d'attaque, L'Humanité mai 1999 M. DESBORDES, Stratégie des entreprises dans le sport, Editions Economica M. DESBORDES et G. [...]
[...] Hence the use of the Sport Eye Tracking talks about which brand stand out best among all the sponsors. In by sponsoring brands were visible on television in 1231 which concerned football. So the Sport Eye Tracking is a revolutionary tool that will enable companies to develop innovative devices visibility and more effective in their sponsorship strategy. Sport Eye Tracking, is to measure, using an infrared camera, the course of the eye on a screen by following the movement of the eyes and the length of it on this brand in the enclosure sports. [...]
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