Trainers manufacturer New Balance is partnering with media planning agency Mediahub and contextual AI platform Silverpush to drive better targeted awareness of its summer campaign.
The partnership leverages both sets of technology across a season of sport (from UEFA Euros to the French Open, Wimbledon and the Olympics) to spread the brand’s ‘We Got Now’ spot on YouTube, reaching audiences throughout Europe.
Running until 30 August, the move will see New Balance use Silverpush’s proprietary AI technology Mirrors AI to analyse YouTube videos to identify relevant athletes, brands, objects and actions and serve adverts to keen sports fans.
Subscribe to Marketing Beat for free
Sign up here to get the latest news sent straight to your inbox each morning
It also uses audio-processing to better understand the content being engaged with, so a fan watching Bukayo Saka’s goal on YouTube would be served an advert for the football boots he was wearing, or similar.
“Contextual advertising is transforming how brands connect with their audiences,” said Silverpush Europe SVP Paul Briggs.
“With Mirrors AI technology, we can deliver highly relevant and timely ads, ensuring maximum engagement and minimal ad wastage. We’re excited to partner with Mediahub for the Summer of Sports campaign, helping them reach engaged sports fans across Europe in a meaningful way.”
Mediahub spokesperson Suri Patel added: “By combining advanced AI solutions with strategic media planning, we can deliver contextually relevant ads to sports fans at scale, across Europe during an exciting year for sport in Europe.”
