The Ad Council calls on Watson: Friday’s daily brief

I was interested in Chris Wood’s recent story of how Pinterest users stopped consuming content that helps them create long-term plans to find solutions to short-term challenges. I am not a Pinterest user and thought people would visit the site mainly to post photos.

This wasn’t a polite assumption, especially since I use Instagram to get cooking and travel ideas (if nothing else). I was also encouraged to think about the different ways to use social channels. Twitter mainly for news and to keep in touch with current personal friends; LinkedIn to maintain business relationships; Facebook (rarely) to keep in touch with distant friends. I do not use any of these channels, such as on Instagram, to view products or get ideas for leisure activities.

The Ad Council requires IBM Watson to provide educational vaccines

This year, the ad panel is running a large-scale education campaign to convince reluctant Americans to get the COVID-19 vaccine. If you use the message “It depends on you”, the more successful the campaign, the shorter it will be. But the campaign partners are ready for the long term. IBM Watson used its creative AI advertising skills for the campaign, as well as ad space for The Weather Channel’s properties.

The information behind the campaign is divided into two main areas: market research and campaign data. For the study, the Ad Council partnered with Ipsos Public Affairs and found that in February, 40% of the American public had not made the final decision to get vaccinated if the vaccine was available.

For campaign data, the IBM Watson Advertising Accelerator uses the performance of previous campaigns to continuously optimize creative asset delivery and identify which combination of assets is shown to which audience. The technology does not use third-party cookies and is context-based, making the campaign an important case study for the ‘cookie-free future.

The Ad Council pandemic campaign boosts Watson’s intelligence

This year, the billboard is running a large-scale education campaign to convince reluctant Americans to get the COVID-19 vaccine. If you use the message “It depends on you”, the more successful the campaign, the shorter it will be. But the campaign partners are ready for the long term. IBM Watson used its creative AI advertising skills for the campaign, as well as ad space for The Weather Channel’s properties. Apple, another partner, is warning Americans through the App Store, Apple Music, and elsewhere.

As the number of Americans fully vaccinated against COVID-19 approaches 10 percent, many more are waiting in line, especially that outside of the priority groups designated during elimination – parameters that vary from state to state.

But as access to vaccines grows around the world, the launch will reach the stage of hesitation and promotion. Idaho may already be here, Israel, one of the first vaccine leaders, and is considering incentives to get more injections.

Take up the challenge with smart messaging

The messages of the educational campaign are disseminated on traditional and digital channels, including social networks. The stakes have never been higher to reach the right target group at the right time. It requires intelligence and intelligence are divided into two main areas: market research and campaign data.

For the study, the Ad Council partnered with Ipsos Public Affairs and found that 40% of the American public didn’t make the final decision to vaccinate until February when the vaccination became available.

Michelle Hillman, director of the Ad Development Campaigns Committee, explains, “While many Americans have already begun the vaccination process, we realize that there is currently a lack of confidence and reliable means to control, and some are hesitant. Fear, Misconceptions About information and inadequacy. “

He adds, “The data [from the survey] illustrates the need for a personal effort to reach communities of color disproportionately affected by COVID-19 and where the government and medical community have great distrust and hesitation about vaccines.

According to Hillman, blacks and Spaniards among the indecisive population are less sure about the information to be vaccinated. It makes campaign performance critical to reaching Americans who haven’t yet decided what information to seek.

Use data to predict and optimize performance

The IBM Watson Advertising Accelerator uses previous campaign performance to continuously optimize the delivery of creative assets and to inform which audience is shown to which audience. The technology does not use third-party cookies and is context-based, making the campaign an important case study for the ‘cookie-free future.

“When we learned that 40% of Americans had not yet made a decision, we knew that artificial intelligence could help spread the educational message,” said Randi Stipes, head of Watson Advertising and Weather. Marketing Developer at IBM. “The IBM Watson Advertising Accelerator is predictive and includes data entry to provide relevant content.”

Stipes added that, with a campaign of this magnitude, now is not the time to redesign all the creative elements.

The data used by the Advertising Accelerator also includes another campaign that the Ad Council helped to implement. Last summer, the two teamed up to release “Love Has No Labels”.

At the height of protests against racial injustice [in the summer of 2020], the Ad Council successfully used the Accelerator to educate and showcase its “Love Has No Labels” campaign, with more than 81 variations of the ad component that contains the campaign. Explain Stipes.

According to Stipes, the accelerator helped the campaign with a 113% increase in trade from start to finish, while the number of calls or actions in the campaign increased by 69%.

Stirista acquires VDC

Stirista, a provider of identity and data solutions, this week announced the acquisition of the Venture Development Center (VDC), a data market. This is the supplier’s third acquisition in ten months.

Because we care.

 The data are kings. By increasing the number of VDCs and their customers, Stirista can expand identity solutions and branding software. And in a positive circle, VDC customers who contribute data will be able to access their resources through Stirista’s Data Marketplace Exchange. Databases maximize their value when applied to smart customer engagement. If data is the raw material, Martech’s innovations can improve that.

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