This month, we’re rolling out smarter ad targeting for live sports, AI-powered search and tagging for creative assets, a seamless integration with Adobe Creative Cloud, and new capabilities for cross-channel ad measurement.
XR Adds Live Sports Ad Targeting and Personalization
XR is expanding its dynamic creative optimization (DCO) capabilities to include contextual targeting for live sports. Just in time for the FIFA World Cup, with additional professional leagues coming later this year, this update allows advertisers to target campaigns based on live sports data signals, including:
- Teams or Athletes Playing: Trigger creative featuring star players or team themed messaging to deepen connections with global fan bases.
- Stage or Round in Season: Build on fans’ sustained engagement with sequential campaigns that reinforce key brand messages as matches move from group stage to knockout rounds.
- Key In-Game Moments: Tap into edge-of-your-seat moments like overtime or penalty kicks with creative that aligns with fans’ emotions.
Why It Matters:
Live sports are still must-see TV, giving advertisers a rare chance to reach highly engaged audiences all at once. With XR’s dynamic creative optimization (DCO) and live sports data, brands can target products to specific fan bases or tailor ads featuring athletes like David Beckham and Lionel Messi to the matchups that matter most to them.
Key Benefits:
- Smarter Campaign Strategies: Easily build targeting logic to reach audiences with custom messages, tied to specific game details, teams playing, athletes present, season rounds in a series, and in-game moments like first or second half, and more.
- Deeper Engagement: Tailored ads tap into heightened emotions during live sporting events, helping you break through and drive results.
- Stronger Sponsorship Impact: Get more out of your sports sponsorship investments by ensuring relevant ad creative reinforces brand storytelling, appearing alongside sponsored leagues, teams, athletes, and other partners.
- Fewer Wasted Impressions: Ensure you’re only serving ads with the right message to the right audience at the right time.
XR Launches AI-Powered Search & Metadata Tagging
XR’s Ad Asset Management Platform now combines AI-powered search with automatic metadata tagging. Intelligent search makes it easier to quickly find and activate the right ad content, while AI tagging can do the heavy lifting for you, instantly enriching your creative library with detailed metadata by identifying objects, people, text, audio, and scenes.
Why It Matters:
With thousands of creative assets in play, teams often struggle to locate the right file – or even know it exists. The result is duplication, under-utilization, and production waste. XR’s AI-powered search and metadata eliminate guesswork, reduce errors, and accelerate asset discovery & reuse.
Key Benefits:
- Natural Language Search: Describe what you need and XR’s AI search does the rest, delivering useful results without tedious filters or exact search terms.
- Smart Autocomplete: Real-time suggestions speed up query refinement and generate more accurate results.
- Dynamic Filtering: Shows only relevant filter options based on what’s available in your asset library.
- AI Metadata Tagging: Automatically applies consistent, rich tags based on AI audio transcription and object, text, celebrity and scene recognition.
- Improved Reuse & Governance: Better visibility into existing assets helps reduce wasted effort and budgets, enforce brand standards, and maximize ROI across campaigns.
XR Adds Adobe Creative Cloud Integration
XR has partnered with LinkrUI to enable seamless integration with Adobe Creative Cloud, simplifying creative workflows. With the LinkrUI plugin, you can now easily access and edit assets stored on XR directly within Adobe apps.
Why It Matters:
Jumping between asset libraries, creative tools, and collaboration platforms slows production and causes version chaos. With XR’s LinkrUI integration, your assets stay connected – so you can easily find, edit, and sync them directly from your favorite Adobe apps.
Key Benefits:
- Streamline Creative Workflows: A simple interface makes it easy to access XR-hosted assets within Adobe apps like Premiere Pro, After Effects, Photoshop, Illustrator, InDesign, and more.
- Faster Time to Market: Spend less time searching for files, switching platforms, or managing version downloads and uploads.
- Fewer Errors: Edits made in Adobe apps can be saved directly to XR’s Ad Asset Management Platform, avoiding versioning confusion.
- Powerful Personalization Tools: Create assets in Adobe apps, then manage custom versioning for dynamic creative optimization (DCO) campaigns using XR’s Design Lab.
AdImpact Partnership for Enhanced Ad Insights
XR is teaming up with AdImpact to bring greater clarity and precision to cross-channel ad measurement. By integrating AdImpact’s linear TV reach and frequency data with XR’s digital delivery insights, advertisers gain faster, more actionable insights and a clearer understanding of when and where ads are running – across channels and down to the local market level.
Why It Matters:
Optimizing campaigns can be tough when your data is siloed between partners and reporting lags. By bringing AdImpact’s household-level data into XR's Platform, advertisers can connect data insights with execution and make faster, more targeted campaign decisions, especially for time-sensitive campaigns like politics, regional auto, and direct response.
Key Benefits:
- Centralized Execution: Manage campaigns, creative assets, and delivery insights in one place, simplifying workflows.
- Unified Cross-Channel Visibility: Analyze linear and digital performance in a single dashboard and drill down by platform and creative to inform precise adjustments.
- Accurate Measurement: Unlock true household-level deduplicated reach and frequency measurement across channels by combining AdImpact’s linear data with XR’s digital delivery data.
- Granular Local Coverage: AdImpact’s detailed US market-level intelligence covers all 210 DMAs to gauge exactly when and where ads are airing.
- Real-time Optimization: Eliminate reporting lags so you can make in-flight creative and media pivots with always-on, up-to-date data.
At XR, we’re constantly innovating to simplify advertising operations for brands and agencies around the world, so your team can focus on what matters most. Contact us to learn more about these updates or schedule a demo.
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