Additionally, The Weather Company is launching this week its first Watson Ads, initially for Campbell’s Soups during cold weather days. Another campaign using the intelligently responsive ads, first announced in June, will be unveiled with Toyota in first quarter of next year. The ads are designed to offer intelligent conversations with the brand via natural language conveyed through voice or text, with the result being highly personalized brand-related info.
Digital creative adds the dimension of interaction to sight, sound, and motion – and greater interaction has been shown to drive brand effectiveness. For example, IAB, comScore, and Vibrant Media partnered to study the effectiveness of mobile advertising for Oreo, Hellman’s, and Microsoft Windows Phone. Standard banners were compared to the IAB Rising Stars, which include interaction.