Seeking to capitalize on the boom in women’s sports viewership, Deep Blue Sports + Entertainment is launching a marketing product that uses artificial intelligence and Genius Sports’ fan activation platform to better reach women’s sports fans.
The product, Women’s Sports Audience Intelligence and Monetization System, is designed to use fan insights to offer first-party audience segments—marketing lingo for direct access to groups of users with similar characteristics.
Having such a platform should allow advertisers to target consumers both on and outside of sports content. Finding consumers as they move among platforms and content is a key goal of advertisers, who must navigate various privacy restrictions tech companies including Apple and Google have put into place in recent years. The Deep Blue platform is seeing its first usage by an advertiser during March Madness, although the name of the client isn’t being publicly disclosed.
Genius Sports’ FanHub is the offering’s primary platform for digital media activation around women’s sports. Launched in October, FanHub is a sports-centric product offering programmatic and social media buying capabilities, with detailed fan profiles and privacy compliance capabilities. It sits inside Genius’ media technology and services, a fast-growing business line that is apart from Genius’ sports betting division.
“Our advertising business continues to accelerate, with triple-digit year-over-year growth in active advertisers,” Genius Sports chief revenue officer Josh Linforth said in an email. “The two biggest asks we hear from brands are: 1) What live sports inventory can you offer us? 2) What audience targeting capabilities do you have for fans of women’s sports? Our FanHub platform directly address both of the needs.”
Deep Blue is a two-year old ad agency focused on driving investment and business opportunities in women’s sports. The business was founded by Laura Correnti, who is also a partner at Giant Spoon, a full-service ad agency.
Deep Blue’s Women’s Sports Audience Intelligence and Monetization System also uses Precise.ai, an AI business that says it offers proof-of-data capability to examine the authenticity and integrity of data. This allows marketers to have transparency on their programs while maintaining control over how their target audiences are being engaged, according to a release from Deep Blue and Genius.
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