In a bold move to drive brand awareness across Europe during a historic season of sport, New Balance has teamed up with Mediahub and Silverpush, aiming to redefine the way sports fans engage with advertisements. 

The collaboration leverages cutting-edge technology to deliver highly relevant and timely ads to a diverse audience, marking a significant step forward in contextual advertising.

Leveraging Technology for Targeted Awareness

As the summer heats up with some of the most anticipated sporting events of the year – including the UEFA Euros, the French Open, Wimbledon, and the Olympics – New Balance is taking an innovative approach to its marketing strategy. 

The global sportswear brand has partnered with Mediahub, a leading media planning agency, and Silverpush, a contextual AI platform, to enhance the reach and relevance of its ‘We Got Now’ campaign on YouTube.

This partnership will continue until August 30, strategically capitalising on the increased viewership that these high-profile events naturally attract. 

By using Silverpush’s proprietary Mirrors AI technology, New Balance aims to ensure that their advertisements are not only seen but are also contextually relevant to the content viewers are engaging with.

The Power of Mirrors AI

Silverpush’s Mirrors AI technology stands at the heart of this campaign. It is designed to analyse YouTube videos in real-time, identifying relevant athletes, brands, objects, and actions. This allows New Balance to serve ads that are closely aligned with the interests of the viewers. 

For example, a football enthusiast watching a clip of Bukayo Saka scoring a goal might be shown an advert featuring the exact football boots he was wearing or a similar pair from New Balance’s collection.

What sets Mirrors AI apart is its ability to go beyond mere visual analysis. The technology also includes sophisticated audio-processing capabilities, enabling it to better understand the content of videos and serve even more precisely targeted ads. 

By recognising specific cues in the content – such as the mention of an athlete’s name or the sound of a sports commentator’s excitement – it can ensure that the adverts are as relevant as possible.

Silverpush’s Europe SVP expressed great enthusiasm about the collaboration, stating that contextual advertising is transforming how brands connect with their audiences. With Mirrors AI technology, they can deliver highly relevant and timely ads, ensuring maximum engagement and minimal ad wastage. 

Furthermore, they went on to add that they are excited to partner with Mediahub for the Summer of Sports campaign, helping them reach engaged sports fans across Europe in a meaningful way.

Mediahub’s Strategic Approach

While Silverpush provides the technological prowess, Mediahub brings its expertise in strategic media planning to the table. This collaboration allows New Balance to not only reach a vast audience but to do so with ads that resonate on a personal level with each viewer. 

Mediahub’s spokesperson highlighted the importance of combining advanced AI solutions with strategic media planning, emphasising that this partnership allows them to deliver contextually relevant ads to sports fans across Europe during what is shaping up to be an extraordinary year for sports.

A Mediahub spokesperson expressed that the synergy between advanced AI and strategic planning enables them to engage sports fans at a scale previously unimaginable. This is not just about reaching a broad audience – it’s about making each interaction count by delivering the right message at the right time.

A Season of Sporting Excellence

The timing of this partnership is no coincidence. The summer of 2024 is packed with a plethora of major sporting events, each drawing in millions of viewers who are highly engaged and emotionally invested in the content they consume. 

The UEFA Euros, the French Open, Wimbledon, and the Olympics represent not just sporting spectacles but cultural moments that bring people together across borders.

By aligning their campaign with these events, New Balance is tapping into the heightened emotional state of viewers, making their adverts more likely to resonate and stick in the minds of their target audience. 

What’s more, this strategic alignment is expected to significantly boost the effectiveness of the ‘We Got Now’ campaign, reinforcing New Balance’s position as a leading sportswear brand in the European market.

Conclusion: A New Era for Contextual Advertising

As the summer of sport unfolds, the partnership between New Balance, Mediahub, and Silverpush is set to be a game-changer in the world of contextual advertising. 

By combining cutting-edge AI technology with strategic media planning, this collaboration ensures that ads are not just seen, but felt – delivering a message that resonates deeply with the audience at the moment they are most receptive.

Furthermore, this partnership illustrates the future of advertising in an increasingly digital world – one where brands must go beyond mere exposure to create meaningful connections with their audience. 

As the campaign progresses, it will be fascinating to see how this innovative approach impacts not just brand awareness for New Balance, but also the broader landscape of sports marketing in Europe.

In a year where sports will capture the attention of millions across the continent, New Balance is poised to make its mark in a way that is both timely and contextually relevant, setting a new standard for how brands can engage with their audiences in the digital age.