The Scoop: Vol 6. Cognitive ads via Watson; CBI Insights; Interactive Ad Viewability Tool.
As part of the ongoing effort to create advertising experiences that deliver real value to the end user, Campbell (the soup people) and the Weather Channel have partnered with IBM to use the power of their AI platform, Watson, to deliver interactive ad experiences they’re calling “cognitive advertising”. 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 machine learning and natural language capabilities will allow it to provide accurate responses.
CBI Insights analyzes millions of datapoints on venture capital, startups, patents, partnerships, and even the news to bring insights about industries, who’s disrupting them, and subsequently where the money is going. One of the industries they study is Human Capital Management and they focus a great deal on HR Tech. Access to much of the information is for paid subscribers only, but they offer plenty to snack on and help you keep tabs on this and other industries.
Viewability is a measure of whether or not an ad had a chance to be seen by a user. More specifically, viewability is defined as whether 50% of an ad was viewable for 1 second or more. Seems like an easy enough definition, but I think we can all agree it would be easier to explain if we could actually show an example, right? This is a brilliantly simple page that has 4 ads on it and a viewability panel that updates as you interact with the page. Hooray for accountability!
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