IBM is betting that online advertisements can actually inform and engage with consumers, rather than irritate them, with the help of its Watson cognitive computing platform. This week, Big Blue's Weather Company subsidiary will roll out the first Watson-powered advertisements with initial partner Campbell's Soup, as ZDnet reports:
The Watson-infused ads, initially announced in June, are rolling out on The Weather Co. properties such as its mobile app. The advertiser, Campbell's Soup Co., is using the units to market based on weather patterns, location and other attributes.
What makes Watson ads interesting is that they are about engagement not necessarily clicks or CPM. "They are about engaging customers and driving action," said Steinberg. The ads from Watson will initially be focused on mobile.
For instance, Watson can deliver recipes based on Campbell's soup based on its knowledge of cooking. Watson has had extensive training with chefs. Watson will also integrate what other users are making.
Unliver, Toyota and GlaxoSmithKline are among other initial launch partners for Watson Ads.
While Watson Ads' effectiveness will be tested in the coming weeks and months, the idea itself is a great one, says Constellation Research VP and principal analyst Cindy Zhou. ”What do people want nowadays? They want information," Zhou says. "This is giving brands a chance to have that kind of interaction with their consumers. Even though its branding, you’re providing a utility value to the consumer. They're going to have a more positive impression of your brand.”
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