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

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 - IoT ONE Case Study
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
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
  • 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.
Quantitative Benefit
  • 81 creative variations were used
  • 144% lift in CTR from start of campaign
  • +54% campaign CTR above their benchmark

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