IBM launches new predictive ad solution for campaign creative elements

IBM has released its “Advertising Accelerator with Watson,” a predictive ad solution that uses AI to determine which creative elements will deliver the best engagement for specific audiences and help identify new audience segmentation opportunities. It can also analyze campaign results based on the creative and audience perspective.

Why we care

IBM’s latest AI-powered solution, built on the Watson platform, has been designed to deliver hyper-personalized ad creative. Having the ability to deliver creative that resonates with specific audiences based on a predictive model could eliminate much of the guess work and testing that comes with determining which creative elements will drive the most engagement.

“Matching creative iteration with audience segment is the next step in campaign optimization,” said Lending Tree’s Senior Director of Marketing Josh Eldridge. Lending Tree and Potential Energy Coalition are two brands that have confirmed they will be implementing a beta of IBM’s Advertising Accelerator.

More on the news

• IBM announced the new predictive ad solution at CES 2020, the consumer electronics conference that kicked off on Monday in Las Vegas.
• Last April, IBM sold a portion of its IBM Watson Marketing portfolio to the private equity firm CenterBridge Partners, which used the technology to launch Acoustic, a marketing cloud company offering mobile and web analytics, automation capabilities and more.
• IBM boasts its Watson AI solutions have been implemented worldwide across 20 different industries, including seven of ten of the largest auto companies and eight of ten of the largest oil and gas companies.

About The Author

Amy Gesenhues

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.