LONDON and ARMONK, N.Y., Dec. 15,
2016 /PRNewswire/ -- British ad tech
company Unruly has turned to IBM (NYSE: IBM) Watson to create a new cognitive powered
psychographic targeting tool to increase the effectiveness of
digital video ads. Unruly DNA combines the company's emotional
intelligence tools with IBM Watson's machine learning capabilities
to help identify and engage the people most likely to increase a
brand's sales.
Unruly is tapping Watson's
Personality Insights service from the Cloud to help advertisers to
learn how and why people think, act and feel a certain way. The
Unruly DNA tool analyzes social media and other digital data from
consumers and learns personality traits such as empathy, trust,
assertiveness and imagination.
Scott Button, Unruly's Chief
Strategy Officer, said, "Cognitive technologies and Artificial
intelligence (AI) have made massive strides in the last few years
and are now at a point where they can recognize quite subjective
and very human qualities, such as emotion and personality."
Unruly's new audience targeting tool creates profiles of light
buyers who, according to academic research1, are more
likely than heavy buyers to increase sales because they have a
greater capacity to purchase more. Unruly DNA then generates a
recommended list of third-party audience segments based on these
characteristics, which can be used by advertisers to improve the
efficiency of their targeting.
"We're really at the beginning of the journey when it comes to
using cognitive technologies in advertising. Machines can be a
powerful tool for marketers to recognize human desires and
aspirations. We're really excited to be at the forefront of this
new world with integrating Watson
capabilities into our Unruly DNA tool, helping brands increase
penetration and sales by targeting their light buyers," added
Button.
Unruly's new tool is built on large scale consumer panel studies
with more than 10,000 respondents combined with insights from
social media accounts of participating consumers. By tapping IBM
Watson, Unruly DNA uses a mix of linguistic analysis and machine
learning to determine the sociodemographic and psychological
profile of each panelist, clustering and aggregating the profiles
based on buying patterns and purchasing frequency.
For example, Unruly DNA has uncovered that Maybelline shoppers
are highly imaginative, Glaceau shoppers like to explore new things
and Tresemme shoppers are particularly agreeable. Through the same
AI technology, Watson describes
popular figures like Oprah as analytical and emotionally aware and
Pope Francis as genial, helpful and active.
"The future of marketing lies in unlocking insight from vast
amounts of digital data – from emails, to tweets, to social media
posts and purchase history," said Harriet
Green, General Manager of IBM Customer Engagement. "Luckily
Watson is there to help—it plays the role of a
dedicated analyst, assistant and trusted advisor, helping marketers
make better, more informed decisions. We are delighted that Unruly
is leveraging the power of Watson
to open the way for more targeted and accurate marketing campaigns
which are better for retailers, FMCG brands and consumers
alike."
All people participating in Unruly's online consumer panel
provided personal data with their express permission and consent.
In Unruly's internal and external reports and analysis, all
personal data is anonymized and aggregated. When targeting adverts,
Unruly uses anonymous third-party cookies which are not linked to
any personally identifying information and enable users to opt
out.
According to recent research by Weber Shandwick, in association
with KRC Research, more than half of global CMOs expect artificial
intelligence to have a greater impact in marketing and
communications than social media ever had.
About Unruly
Unruly gets videos seen, shared and loved across the open web for
brands that want to move people, not just reach people. By bringing
emotional intelligence to digital advertising, we help 91% of Ad
Age 100 brands inform and inspire 1.44bn people around the world,
using polite outstream formats on sites that people love. UnrulyX,
the viewable video SSP, creates better ad experiences for
consumers, improved brand outcomes for advertisers and increased
revenues for top-flight publishers.
Emotion matters in marketing. Emotion creates values and sets
preferences. Inspires action. Drives sales. Unruly has a decade's
data of consumer responses to video and uses that to hone content,
model audiences and deploy ad dollars in ways that heighten
emotional response and maximize brand impact. Unruly was founded in
2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV)
in 2015. With 300 Unrulies across 20 locations worldwide, our super
power is emotional intelligence and our secret weapon is passionate
people on a mission to #DeliverWow.
[1] Sharp, Byron and Jason
Allsopp, "Where Does Sales Revenue Growth Come From?",
Australia & New Zealand
Marketing Academy
CONTACT:
Douglas Fraim
617-501-6376
dfraim@us.ibm.com
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SOURCE IBM