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Mastercard Exceeds CTR Benchmark by 54% with IBM Watson Advertising Accelerator
Applicable Industries
- Chemicals
- Consumer Goods
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Time Sensitive Networking
The Challenge
In the face of global challenges, brands were required to adapt their communication and outreach strategies. Mastercard, a global technology company in the payments industry, was no exception. The company needed to educate consumers about their partnership with ‘Stand Up to Cancer’ and their campaign to donate up to four million dollars to help fund cancer research. The challenge was to effectively reach and engage consumers, and to do so in a way that would resonate with them and encourage them to take action.
The Customer
Mastercard
About The Customer
Mastercard is a global technology company in the payments industry. Their mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. They are committed to innovation and are constantly seeking ways to leverage technology to improve their services and reach. In this case, they were looking for a way to effectively communicate their partnership with ‘Stand Up to Cancer’ and their campaign to donate up to four million dollars to help fund cancer research.
The Solution
Mastercard turned to IBM Watson Advertising and its Accelerator tool. The Accelerator uses AI to rapidly and continuously learn which creative elements will resonate with each audience based on not only how consumers react but also on a multitude of other key signals such as DMA, device type, and time of day. Mastercard leveraged Accelerator to predict and serve ad units with creative elements most likely to be relevant and engaging for consumers. This approach was aimed at increasing engagement and action, ultimately educating consumers, uncovering creative insights, and showcasing the power of AI to bring about positive change. Mastercard also learned valuable creative insights like action-based headlines and unique CTAs resonated with users more than generic ones.
Operational Impact
Quantitative Benefit
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