Fandom Launches New Ad Targeting Solution Called "Momentum"
“Momentum” is the Latest Trend-Based Offering from FanDNA Helix, Fandom’s AI-Powered Data Product
Always-On Targeting Solution Provides Brands with Real-Time, Culturally Relevant Data on Viral & Fixed Moments in Pop Culture
SAN FRANCISCO, CA – August 11, 2025 – Fandom, the world’s largest fan platform, today announced the launch of “Momentum,” a new offering from FanDNA Helix, the company's AI-powered data product. Momentum is an innovative, moment-based targeting solution that combines predicted pop culture moments with always-on trending analysis to provide brands with two new, real-time targeting options:
Trending: a powerful new ad targeting capability designed to help advertisers activate campaigns around viral, fluid moments in pop culture as they’re happening like a surprise trailer drop, a buzzy pop-up stunt or an out-of-the-blue hit like Roblox’s Grow a Garden
Moments: allows brands to surround predicted, fixed tentpole moments - from major franchise drops like Squid Game and hot new games releases like Mario Kart World - across Fandom’s 250,000 fan communities providing brands the ability to reach deeply engaged fans at scale at the very moment they are “leaned in”
“Fandom has the largest AI-powered ad platform in all of entertainment and gaming, and our clients have seen amazing results by utilizing Helix's probabilistic AI targeting capabilities, including double digit increases across brand awareness and purchase intent,” Jeremy Steinberg, Chief Revenue Officer at Fandom. “The difference between a good campaign and a great one is timing, cultural relevance and contextual alignment. By utilizing Helix’s performant insights and targeting capabilities, we give brands security in their investment decisions and the ability to lead trends, not chase them.”
HOW IT WORKS
Unlike traditional platforms, Fandom’s FanDNAHelix data engine uses predictive AI to analyze trillions of behavioral signals, allowing advertisers to show up at the exact moment a piece of IP gains traction—before it goes mainstream. Now with Momentum brands looking to surround themselves in big moments in pop culture can layer trending targeting on top of Helix’s vertical, genre, subgenre and behavioral data to activate campaigns around:
Surprise viral drops like the Grand Theft Auto VI trailer
Niche fan surges that suddenly gain mainstream traction like a TikTok trend or a pop-up marketing stunt
- Tentpole events like movie, TV and game releases and trailer drops
WHAT MAKES MOMENTUM DIFFERENT FROM OTHER AD TARGETING SOLUTIONS
Fandom’s unmatched depth of information on entertainment and gaming - over 350 million monthly visitors, more than 250,000 fan-powered communities, and over 50 million pages of content - means that FANDNAHelix 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 and provides performant solutions that no other publisher can provide such as:
Behavior-Based Signals: Unlike social listening tools that monitor conversations, Helix captures fan behavior—deep engagement signals like wiki traffic surges—showing not just what fans are talking about, but what they’re actively seeking out.
Helix-Powered Precision: Trending is built on Helix, Fandom’s proprietary audience intelligence platform. This ensures signals are rooted in high-fidelity fan data, which no third-party DSP, social platform, or insight tool can replicate.
Built-In Activation: Helix doesn’t just surface insights, it activates them. With Trending, brands can immediately place media on the most relevant IPs without manual input—no waiting for custom targeting or slow creative pivots.
HELIX SUCCESS SINCE LAUNCH
FanDNA Helix launched in November 2024 with its first offering - Thematic Targeting - a data capability that helps brands broaden their audience by finding unexpected, nonintuitive connections and shared themes during crucial, leaned-in moments around IP releases.
Since launch, FanDNA Helix has completed nearly 40 campaigns with most major entertainment & gaming studios. These campaigns have seen amazing success with brands seeing an average of:
50% lift in brand awareness
16% increase in consideration
22% boost in preference
72% surge in purchase intent
About Fandom
Fandom is the world’s largest fan platform where fans immerse themselves in imagined worlds across entertainment and gaming. Reaching almost 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 Media, the content arm of Fandom, enhances the fan experience through curated editorial, video and branded content from trusted and established media brands Gamespot, TV Guide, Metacritic and the Emmy-nominated Honest Trailers from Screen Junkies. 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