October 17, 2016

The Weather Company Launches First Watson Ads Campaign

The Weather Company launched Watson Ads today, the first-ever consumer use of IBM Watson technology for advertising purposes. Watson Ads let consumers interact with a brand via IBM Watson, by allowing them to ask questions via voice or text and receive highly personalized information about the brand’s advertised product or offering.

The goal of Watson Ads is to delight consumers with a fun, surprising or informative experience based on the campaign’s goals, but with true contextual relevance for the individual user. When viewing a Watson Ad, a consumer will be able to ask Watson questions via voice or text about the product or offering, and Watson’s ability to understand, learn, reasons, and interact will allow it to provide responses tailored to the consumer and the brand.

Watson Ads was first announced in June 2016 with Campbell Soup Company, Unilever and GSK Consumer Healthcare as the first marketers on board. The first Watson Ads campaign features Campbell’s soups. The campaign can also be viewed on Weather’s Watson Ads microsite. Consumers can play with the ad experience and Watson will generate unique recipes based on the consumer’s personal tastes. Upcoming campaigns will feature Unilever brands Hellmann’s and Country Crock, and GSK’s Theraflu.

GroupM’s MEC and Mindshare, serving as Campbell’s and Unilever’s media agencies of record, drove the data strategy and discussions around this collaboration. GSK Consumer Healthcare was brought on by PHD.

Toyota is the latest brand on board and the first automotive brand to launch Watson Ads. Toyota was brought on board by Saatchi & Saatchi LA.