IBM Case Studies Mastercard Exceeds CTR Benchmark by 54% with IBM Watson Advertising Accelerator

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	Mastercard Exceeds CTR Benchmark by 54% with IBM Watson Advertising Accelerator IBM

Mastercard Exceeds CTR Benchmark by 54% with IBM Watson Advertising Accelerator

IBM

Applicable Industries	Chemicals Consumer Goods
Applicable Functions	Product Research & Development Sales & Marketing
Use Cases	Time Sensitive Networking
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. Read More
About 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. Read More
Customer Name	Mastercard Read More
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. Read More Log in to view content
Contents

Applicable Industries

Chemicals

Consumer Goods

Applicable Functions

Product Research & Development

Sales & Marketing

Use Cases

Time Sensitive Networking

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.

About 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.

Customer Name

Mastercard

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.

Impact #1	The use of IBM Watson Advertising Accelerator allowed Mastercard to effectively reach and engage with their consumers. The AI-driven tool enabled them to predict and serve ad units with creative elements that were most likely to be relevant and engaging for consumers. This not only increased engagement and action but also educated consumers about their campaign. Furthermore, the insights gained from this campaign, such as the effectiveness of action-based headlines and unique CTAs, can be used to inform future advertising strategies. The success of this campaign showcases the power of AI in advertising and its potential to bring about positive change.

Impact #1

The use of IBM Watson Advertising Accelerator allowed Mastercard to effectively reach and engage with their consumers. The AI-driven tool enabled them to predict and serve ad units with creative elements that were most likely to be relevant and engaging for consumers. This not only increased engagement and action but also educated consumers about their campaign. Furthermore, the insights gained from this campaign, such as the effectiveness of action-based headlines and unique CTAs, can be used to inform future advertising strategies. The success of this campaign showcases the power of AI in advertising and its potential to bring about positive change.

Benefit #1	81 creative variations were used
Benefit #2	144% lift in CTR from start of campaign
Benefit #3	+54% campaign CTR above their benchmark

Benefit #1

81 creative variations were used

Benefit #2

144% lift in CTR from start of campaign

Benefit #3

+54% campaign CTR above their benchmark

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Overview

Mastercard Exceeds CTR Benchmark by 54% with IBM Watson Advertising Accelerator

Operational Impact

Quantitative Benefit