Fandom Announces Launch of FanDNA Helix, an Innovative New First-Party Data Product
Helix Provides Advertisers with Sophisticated Insight & Targeting Solutions
Launch Partners Include Bethesda, Liquid Advertising and Other Major Gaming & Entertainment Studios and Ad Agencies
SAN FRANCISCO, CA – November 13, 2024 – Fandom, the world’s largest fan platform, today announced the launch of FanDNA Helix, a brand new, first-party data targeting and optimization solution. FanDNA Helix leverages Fandom's unique first party data and deep understanding of fan behavior to deliver optimized, micro targeting for a brand’s launch campaign. Helix provides deep, contextual and behavioral targeting that no other publisher can provide on what’s driving fan interest and engagement and the specific elements - verticals, genres, platforms, franchises, themes and crossover IP’s - that fans are engaging with. Helix’s launch partners include Bethesda and Liquid Advertising as well as a number of other major entertainment and gaming studios, with a consistent stream of new features and enhancements planned for 2025 and beyond.
“FanDNA Helix is an innovative new data solution that leverages Fandom’s deep understanding of fan interest and behavior to more directly connect insights to activation strategies, giving advertisers the tools to optimize their strategy, messaging and targeting more precisely, reaching the right fans at the exact right time,” said Jeremy Steinberg, Chief Revenue Officer at Fandom. “It’s something that hasn’t been done before, and something only Fandom can bring to the market. I’m confident Helix will significantly enhance our partners' marketing efforts, enabling more scalable targeting and performant ad campaigns.”
What is Helix
Helix is a sophisticated data product powered by AI that will provide advertisers with a suite of first-party consumer insight and targeting solutions. The first available feature is “Thematic Targeting,” a data capability that will help studios broaden their audience for new releases by finding unexpected connections between IP based on the shared themes in their content during crucial, leaned-in moments around IP releases.
For example, if a studio is launching a sequel to an animated hit and wants to extend their campaign to reach people most likely to be interested in the movie who are not already fans, Helix can analyze their IP and provide the studio with a list of the core themes driving audience engagement. From there, Helix can identify and target fans of other IPs that share the same themes, unlocking surprising connections and new fans to reach.
Fandom will expand Helix’s capabilities in 2025, using its depth of entertainment and gaming knowledge to unlock meaningful new targeting and insights capabilities such as:
Targeting based on ESRB, MPAA and TV ratings to ensure audience fit for optimal brand suitability
Platform-specific solutions that allow brands to identify and target customers of specific streaming services or gaming platforms
Packages surrounding specific eras and timeframes that will provide insight and targeting options for fans of specific franchise installments or nostalgic IP’s
Automatic targeting against real-time trends and cultural moments, enabling marketers to tap into unexpected cultural hits as they're coming into broader awareness
How It Works
Utilizing a combination of artificial intelligence and data science, Fandom has applied a complex taxonomy to Fandom’s 50 million pages of content and trillions of behavioral data points. The taxonomy uncovers the details behind the core passions driving fan engagement to provide marketers with meaningful insights into fan behavior. Our partners can then link those insights directly to activation through new audience segments and targeting types.
This new structure gives marketers access to the most granular data about fan interests - the literal DNA of audiences - unlocking new insights and segments that can help brands connect with consumers around their passions with unparalleled precision.
Fandom can now dynamically and automatically identify a broad range of contextually relevant placements that can help brands optimize their campaigns to reach and message fans around extremely specific elements of their fan experience at scale automatically, without relying on cookies.
What Makes Helix Different from Other Ad Products
FanDNA Helix is an innovative ad solution unavailable anywhere else in the market - it provides brands with precise contextual and behavioral targeting on what’s driving fan interest and engagement and the specific elements that make up that engagement.
Fandom’s unmatched depth of information on entertainment and gaming, coupled with the specificity of each of our 50 million pages means that Helix has the unique ability to decode data down to elemental components of what people care about and why to draw informed connections for advertisers. This enables targeting that's much deeper than demographic, psychographic or general interest targeting.
About Fandom
Fandom is the world’s largest fan platform where fans immerse themselves in imagined worlds across entertainment and gaming. Reaching more than 350 million unique visitors per month and hosting more than 250,000 wikis, Fandom is the #1 source for in-depth information on pop culture, gaming, TV and film, where fans learn about and celebrate their favorite fandoms. Fandom’s Gaming division manages the online video game retailer Fanatical. Fandom Productions, the content arm of Fandom, enhances the fan experience through curated editorial coverage and branded content from trusted and established publishing brands Gamespot, TV Guide and Metacritic, along with its Emmy-nominated Honest Trailers. For more information follow @getfandom or visit: www.fandom.com.
Press Contacts
Rachelle Savoia/(470) 306-1609 or rsavoia@fandom.com
Brenna Harran/(631) 902-9801 or bharran@fandom.com