Can the Right Sports Moment Make an Ad Twice as Memorable? | Gina Waldhorn| E36 Titelbild

Can the Right Sports Moment Make an Ad Twice as Memorable? | Gina Waldhorn| E36

Can the Right Sports Moment Make an Ad Twice as Memorable? | Gina Waldhorn| E36

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A touchdown with four minutes left in a close game isn't worth the same thing as a touchdown during a blowout.So why should advertisers buy those moments the same way?In this episode of Media Monitor, Kelly Sweeney and Sean Wright are joined by Gina Waldhorn, SVP of Marketing and Advertising at Genius Sports, for a conversation about how real-time data, AI, and fan behavior are changing the economics of live sports advertising.The conversation starts with the NFL.According to Guideline's data, NFL advertising revenue reached a record $5.9 billion last season, up 7% year over year. Streaming also accounted for roughly 13% of total NFL ad revenue, another record for the league.But Gina introduces a different way of thinking about the value of those audiences: not every game—and not every moment within a game—is equally valuable.Genius Sports tracks live action across hundreds of venues and uses its Genius IQ technology to analyze what is happening during games in real time.Its Moment Engine combines that understanding of the game with fan data to identify not only what is happening, but which fans are experiencing it and how advertising can respond.A last-minute touchdown during a close game, for example, carries a very different level of intensity than another score during a blowout.That difference matters to advertisers.Gina discusses research conducted with MediaScience that found ads appearing immediately after high-intensity moments—particularly surprising moments—generated 2X greater unaided brand recall.That creates an opportunity to move beyond simply buying “NFL fans” or an entire season and toward targeting the moments when attention and emotion are at their highest.Gina explains how Genius Moments can use programmatic deal IDs to activate or deactivate advertising based on what is happening in a game, creating what she describes as a form of mindset targeting.The conversation also looks at how deeply Genius Sports is embedded in the sports ecosystem, from official live data and sports betting feeds to international NFL advertising inventory and alternative broadcasts.Then there is AI.Gina explains that AI has been fundamental to Genius Sports' technology long before the current AI boom. But she also sees an interesting paradox: as AI makes more of the world predictable, the unpredictability of live sports may become even more valuable.Sports fans know the comeback, upset, injury, game-winning shot or unbelievable play is coming.They just don't know when.That unpredictability creates an opportunity for technology to react in real time without eliminating the thing that makes sports compelling in the first place.Finally, Kelly, Sean and Gina look toward the future of sports viewing.Genius Sports research found 84% of fans use a second screen while watching a live broadcast. Fans are texting, checking fantasy teams, shopping, betting and interacting with other content while the game continues.Could AI eventually combine those experiences into personalized broadcasts—with fantasy results, social conversations, commerce, betting and other information integrated directly into each fan's viewing experience?That may be where sports media is heading next.In this episode:• NFL advertising revenue reaching $5.9B• Streaming's growing share of NFL advertising• Gina Waldhorn's role at Genius Sports• How Genius Sports captures live game data• What the Genius Moments engine does• Connecting real-time sports events with fan behavior• Why not every touchdown has the same advertising value• “Mindset targeting” in sports advertising• Why high-intensity moments can improve brand recall• The 2X unaided brand recall finding• Buying sports through programmatic deal IDs• Genius Sports' relationship with the NFL• Betting data and BetVision• Alternative broadcasts and augmented viewing• Why comeback stories are valuable to brands• AI's role in live sports• The “unpredictability premium” of sports• Why 84% of fans use a second screen• Fantasy, texting, shopping and betting during games• Personalized sports broadcasts• How Taylor Swift fandom translated into NFL spending• What sports advertising could look like in three to five yearsGuest Info:https://www.linkedin.com/in/ginawaldhorn/If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
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