Today more than ever, consumers are calling on brands to act with purpose. Unfortunately, advertisers still struggle to make authentic connections. These challenges will only get more complex with upcoming changes to traditional identifiers. IBM Watson Advertising believes that advanced and open technology can play a powerful role in helping brands live their values, while simultaneously inspiring change.
That’s why in June 2020 during the peak of the pandemic, we launched Call for Creative, an initiative that gave brands the opportunity to use IBM Watson Advertising Accelerator (“Accelerator”), a predictive creative technology, to run “creative for good” - campaigns that address pressing world issues. The results were impressive, with campaigns achieving an average increase in performance of 120% from start to finish.
We’ve seen the power AI can have on accelerating positive change, but there is still much more work to be done.
That’s why we are excited to continue our Call for Creative program for a second year, working with brands and partners across the advertising ecosystem to offer complimentary Accelerator access to five brands to support their purpose-driven campaigns. The 2021 program will allow brands to take advantage of a recent enhancement to Accelerator which enables brands to apply the technology to their programmatic campaigns through any DSP partner across the ecosystem. By making it easier for brands to access AI, IBM Watson Advertising hopes to accelerate its adoption.
To qualify for IBM Watson Advertising’s 2021 Call for Creative, brands must demonstrate a commitment to brand purpose and have a campaign that focuses on solving world challenges such as racial injustice, gender inequality, LGBTQ+ issues, COVID-19 recovery and the environment. In a time when so much is broken, we hope to enable positive societal impact from brands striving to make a difference in our world.
Want to get involved? Contact us by email for more information about how to apply.
Ad Council: Love Has No Labels
Goal: Educate consumers on the Black Lives Matter movement by encouraging them to explore resources on the Ad Council ‘Love Has No Labels’ website
Result: 88% lift in conversion rate
Mastercard: Stand Up to Cancer
Goal: Drive awareness of Mastercard’s ‘Stand Up to Cancer’ campaign, donating a portion of every credit card transaction to help fund cancer research
Result: Exceeded KPI benchmarks by 55%
Leading Global Beverage Brand
Goal: Increase online and in-store beverage purchases during the winter holiday season
Result: 143% lift in conversion rate (clicks to cart)
Leading Insurance Brand
Goal: Drive awareness of how the company kept its businesses and their employees safe and successful during the pandemic
Result: 95% of mobile creative variations exceeded campaign performance benchmarks
Learn about IBM Watson Advertising Accelerator
IBM Watson Advertising Accelerator is an award-winning, performance-driven dynamic creative solution that uses AI to rapidly and continuously make sense of real time data signals to serve relevant creative.
Accelerator moves beyond contextual relevance to optimize creative based on near-real time consumer engagements and campaign outcomes. The solution uses AI to assemble and predict the ad variations that are likely to deliver on clients’ unique KPIs while providing deep insights into audiences by identifying patterns hidden below the surface.
IBM Watson Advertising Accelerator Resources
How can a brand connect with millions of people at an individual level? Find out. Watch the Video
Learn how IBM Watson Advertising Accelerator differs from traditional Dynamic Creative Optimization tools. Explore the Infographic