IBM Advertising Accelerator leverages artificial intelligence for optimum viewer engagement

From breast cancer scanning to solving the Rubik's cube to detecting brain hemorrhages to studying dark matter, machine learning and its applications are almost ubiquitous today. And now, we have yet another addition to the list.

Today, at the 2020 Consumer Electronics Show (CES), IBM launched an Advertising Accelerator. Powered by IBM Watson, the accelerator will use artificial intelligence to predict the best choice of creative elements to be used in advertising that will, in turn, translate into high engagement and conversion from the audience.

Specifically, by leveraging artificial intelligence, three important factors while advertising will be enabled:

  • Anticipation: Predicts the creative elements to drive engagement
  • Segmentation: Discovers new audience segments based on message resonance to help expand a message to untapped audiences.
  • Revelation: Analyzes each campaign from a creative and audience perspective, extracting insights on the highest and lowest performing experiences.

The Head of Revenue at IBM Watson Advertising, Jeremy Hlavacek, commented on the initiative:

"Ad targeting enables marketers to identify core customers, who are often overserved with messages that might not drive immediate action. Advertising Accelerator with Watson aims to address this challenge head-on, arming clients with IBM Watson to help them better engage and understand their target audience."

With this initiative, IBM has garnered support from brands including LendingTree and Potential Energy Coalition. The Senior Director of Marketing at LendingTree, Josh Eldridge, announced that "LendingTree is proud to implement IBM Advertising Accelerator with Watson at launch to improve advertising effectiveness."

All in all, with the Advertising Accelerator, IBM hopes to employ AI and its self-correcting algorithms in helping businesses better tailor their advertising strategies by understanding the preferences and the composition of their target audience.

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