The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Advertising Online Ad, Best Media Online Ad, Best Mobile Online Ad, Best Retail Online Ad, Best Technology Online Ad, Best Of Show Online Ad
Behr came to IBM Watson Advertising looking to drive awareness and inspiration around their interior paint colors using artificial intelligence. Their goals were to make the interior paint color selection process easier for consumers by helping them determine their perfect paint color, learn about Behr's top-of-the-category benefits, and increase Behr's brand favorability and purchase intent. To help Behr reach, engage, and connect with consumers on a 1:1 level using AI-powered technology, IBM Watson Advertising and Behr launched the first AI-powered IBM Watson Ads advertising campaign for the retail industry. Watson used natural language processing, tone analysis, and extensive training on Behr colors to enable 1:1 dialogue and deliver a unique paint color recommendation for each user. Since the process of selecting paint colors is a personal experience, IBM Watson Ads provided a perfect way for Behr to offer personalized paint color recommendations at scale, helping to take the indecision out of the interior painting process. IBM Watson Ads engaged in real-time conversations, allowing consumers to interact with Behr in a brand new way via dynamic ads on weather.com, The Weather Channel app, and across other lifestyle sites from 8/22/18-10/10/18. Behr exceeded brand benchmarks and saw meaningful time spent with consumers, including: * 15K+ 1:1 conversations between Behr and consumers, helping each user find a personalized paint color recommendation * 45 seconds average time spent within the IBM Watson Ads unit per session * 17% increase in Purchase Consideration among Behr’s target audience * 8.5% incremental lift in foot traffic to Behr exclusive retailer locations
Contributors:
| Digital Sales Leader, Retail & Restaurants: | Amy Dowsek |
| Retail Account Lead: | Sheri Ferguson |
| Senior Account Manager: | Laura Palen |
| Client Strategy Lead: | Clare Clifford |
| Director of Creative, Creative Lab: | Robert Redmond |
| Art Director, Creative Lab: | Georgios Saliaris |
| Copywriter, Creative Lab : | January Holmes |
| Offering Manager, IBM Watson Ads: | Monica Fogg |
| Director, Program Management: | Jonathan Henry |
| Software Engineer: | Jacky Chan |
IBM WATSON ADVERTISING
Location: USA
About the Agency:
IBM Watson Advertising, formerly The Weather Company's ad sales organization, is an ecosystem of media, data, and AI-powered technology solutions designed to help advertisers save time, money and enable them to build stronger, more profitable connections with their customers. To learn more, visit watsonadvertising.com.