• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

IBM brings AI-enabled chatbots to display ads with Watson Ads Builder

The software is designed for digital marketers to create and implement rising technologies.

Jennifer Cannon on June 4, 2019 at 12:20 pm
  • More

On Monday, IBM debuted Watson Ads Builder, a self-service conversational ads platform developed specifically for marketers. The new software seeks to enable digital marketers to deliver highly personalized, one-to-one interactions with consumers through display ads.

“Consumer expectations are shifting, and people expect the ability to communicate with brands on demand,” said Jeremy Hlavacek, Head of Revenue for IBM Watson Advertising. “Watson Ads Builder can change where, when and how brands connect with consumers — helping marketers increase loyalty and purchase consideration.”

Why we should care

The time and resources necessary to create conversational engagement solutions are relatively high, require specialized development skillsets and significant coding. By simplifying the development process, conversational ad platforms could position digital marketers to differentiate their brands with an engaging, personalized approach to display advertising.

Advancements in AI, natural language processing and machine learning enable smooth chatbot execution and will create new opportunities for digital marketers to engage with consumers and quickly deliver improved customer experiences. Other conversational ad platforms, including Apple Business Chat and Google’s AdLingo, also recently came to market, indicative of the shift in consumer expectations and the need for digital marketers to adjust to meet them.

More on the news

  • Later this month, IBM Watson Advertising plans to address ad fraud and brand safety as part of a panel at the upcoming 2019 Cannes Lions Festival.
  • IBM Watson advertising will host an interactive session to help marketers build chatbots and will offer them the opportunity to discuss their expectations for new marketing technologies.

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Jennifer Cannon
Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.

Related Topics

Channel: Martech: AdvertisingDisplay Advertising & MartechIBMMachine Learning & Artificial Intelligence

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
  • Visual Experiences That Connect: A look at the power of UGC and the tech needed to support it
  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.