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With ad fraud rampant, finding the right audiences can be challenging. Even with advances in targeting and automation like dynamic creative optimization (“DCO”), audiences are often over-targeted with messages that fall short in driving action.

Additionally, current DCO strategies are time consuming and require in-depth reporting on KPIs, and media strategists are often tasked with generating insights to inform future strategies.

IBM Advertising Accelerator with Watson (“Accelerator”) uses Watson AI to continuously learn and predict the optimal combination of digital display elements to drive the highest engagement and conversion for a given audience.

This predictive model not only enables advertisers to be more flexible with their creative approaches and more granular in the individual creative elements that are served to an audience, but also segments audiences and returns insights about what creative elements drove the best response for a given segment, allowing media to actually inform strategy.

Three main benefits of Accelerator:
Predict: Advanced Watson AI rapidly learns the optimal mix of creative elements to help drive engagement.
Personalize: Serves unique creative to each performance group based on message resonance.
Evaluate: Goes beyond simple campaign reporting to reveal robust insights that can be applied to future campaigns.

Simply, the ad that was once the top performer can now become the control ad in your current campaign, consistently evolving the performance on future campaigns.

IBM Watson Advertising tested Accelerator on our own Storm Radar App. Utilizing three creative approaches and a control ad, app installs increased by over 3x over a span of just 23 days.

Contributors:

Product Marketing Leader, AI & Emerging Tech:	Jamie Molnar
Head of Product:	Dave Olesnevich
Offering Leader, Data and Tech Solutions:	Alya Adelman
Director of AI Design:	Robert Redmond

IBM WATSON ADVERTISING

Location: United States