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.

Silverpush Europe SVP Paul Briggs said: “Contextual advertising is transforming how brands connect with their audiences.

“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.”