New Balance leverages AI for targeted summer campaign

New Balance, in partnership with Mediahub and Silverpush, has launched a targeted summer campaign leveraging AI technology. Using Silverpush’s Mirrors AI, the campaign analyzes YouTube videos to identify relevant sports content, including specific athletes and events. This allows New Balance to deliver highly targeted ads to sports fans during major events like the UEFA Euros and Wimbledon. The campaign focuses on maximizing engagement and minimizing ad waste by ensuring that ads are contextually relevant and timely, running across Europe until August 30.

New Balance has collaborated with media planning agency Mediahub and contextual AI platform Silverpush to enhance the targeted awareness of its summer campaign.

This collaboration utilises the technologies from both companies during a season of sports events, such as the UEFA Euros, the French Open, Wimbledon and the Olympics, to promote the brand’s ‘We Got Now’ campaign on YouTube, reaching audiences across Europe.

Running until August 30, this initiative will have New Balance employ Silverpush’s proprietary AI technology, Mirrors AI, to analyse YouTube videos.

This analysis will identify relevant athletes, brands, objects and actions, allowing the company to deliver advertisements to enthusiastic sports fans, the company said,

The technology also includes audio processing to gain a deeper understanding of the content being viewed.

Full story at Mobile Marketing.