Genius Sports e rede social X
Imagem:  Genius Sports / Divulgação

Ahead of the Paris Olympic and Paralympic Games, X (formerly Twitter) and Genius Sports announced the launch of the Trend Genius product. It leverages real-time conversations to accelerate ad attention at key moments.

In other words, the new technology, developed by Genius Sports and powered by X’s Ads and Trend APIs. It allows advertisers to align with the real-time conversations happening on the social network across all categories.

So, when a specific topic organically reaches a defined conversation rate, a pre-programmed creative will be served. This way the ad reaches an audience when they are most engaged.

After the discussion naturally calms down, campaigns are automatically paused until the topic picks up pace again.

Genius Sports wants to take advantage of the real-time algorithm

Genius Sports is the exclusive distributor of data for the NFL (National Football League), the NCAA (National Collegiate Athletic Association) and the Premier League. So it built on its heritage of building data-driven products to design the real-time algorithms needed to start and stop ad spend on X.

“With our long history of sports data, we understand that seconds matter,” said Josh Linforth, CRO at Genius Sports.

“We wanted to help brands make the most of key moments by ramping up campaigns when conversations on X are most positive and influential. Therefore, we are excited to take this product forward during such an exciting time in the sporting calendar.”

Monique Pintarelli, director of sales for X in the Americas, added: “We’ve seen record engagement rates with this product, showing how X users continue to create culture in real time.”

”So as live events unfold on X, the Trend Genius product helps brands capture the unpredictable and dynamic trends shaping our world in real time.”