These ads let consumers ask questions and interact via free-form text or voice and will give off answers directly through text forms.
IBM business – The Weather Company launched the Watson Ads and they aim to help marketers in having one-on-one connection with customers that are personal and valuable. This can also help in uncovering customer and product insights.
“This is a huge opportunity to expose consumers to all of the surprising and delightful experiences that Watson has in store for them – and to make advertising a truly valuable interaction for both our fans and our marketing partners, which is always our goal.” Says Domenic Venuto, the GM of Consumer Products of The Weather Company.
Jeremy Steinberg, the global head of sales at The Weather Company, states that "machine learning and natural-language capabilities will allow it to provide accurate responses. What we're doing is moving away from keyword searches and towards more natural language and well-reasoned answers." He also explained that if a customer asks what to make for dinner through voice recognition, the machine can sort through ingredients and recipes to suggest as an answer “based on its machine learning and reasoning ability from the data it has ingested.”
The Watson will then suggest recipes, coupons, etc., which will connect to the brand it advertises (Campbell for example). Marci Raible, the director of global media and marketing services of Campbell Soup Company says that, "Using the data to offer quick and easy meal solutions in real time is exactly the experience we are looking to drive with consumers."
Personalized advertising is one of the trends in marketing for this year and with this innovation, IBM believes that Watson’s ability to understand and comprehend languages can help marketers to interact with the customers on a more personalized ground and scale.
IBM. (2016, June 2). The Weather Company Announces Watson Ads, To Humanize The Ad Experience for Consumers with Industry-First Capability. Retrieved from https://www03.ibm.com/press/us/en/pressrelease/49858.wss.