IBM announced the launch of Watson Advertising Social Targeting with Influential, a new solution that harnesses artificial intelligence (AI) to help brands identify influencers that best align with their brand values. The new solution within the Watson Advertising suite of targeting products marks an expanded collaboration with Influential, a leader in advanced social media technology. As brands shift advertising tactics in an increasingly fluid landscape, the social targeting tool can help brands communicate with an audience.
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Harnessing the power of Watson to help clients make data driven decisions that foster connections with consumers, Social Targeting with Influential:
- Leverages IBM Watson Natural Language Understanding on the IBM public cloud to process and analyze social media data to help expedite influencer identification;
- Identifies brand-safe influencers by gauging profanity ratings to recommend potential partners with shared values;
- Marries online behavior with offline purchase to help drive ROI based on real-time campaign measurement across brand perception, consumer engagement, online conversion, offline sales and foot traffic; and
- Delivers tone appropriate ads to real people at the right time to help drive engagement.
“Brand reputation matters now more than ever. Using social media to help drive purchase consideration is important as brands implement influencer marketing strategies to establish real connections with consumers, said Bob Lord, SVP of Cognitive Applications, Blockchain and Ecosystems, IBM. “Together with Influential, we’re building trust into the ecosystem by applying IBM Watson to help clients select an influencer that aligns to their brand values, exemplifying our belief that AI can and should be the backbone of the new digital economy.”
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