Case Study: The Ad Council achieves a 113% CTR lift with IBM Watson Advertising Accelerator

The Ad Council drives 113% lift in performance with IBM Watson Advertising Accelerator

The Ad Council needed a more effective way to reach audiences and raise awareness for its “Love Has No Labels” “Fight for Freedom” campaign during a time of major social challenges, including COVID-19 and racial injustice. It turned to IBM Watson Advertising and the IBM Watson Advertising Accelerator to help deliver personalized creative that could better engage different audiences at scale.

IBM used Watson Advertising Accelerator to test and optimize ad creative elements based on AI-driven signals such as consumer response, device, time of day, and demographics. The result was a 113% lift in CTR from start to end of campaign, a 69% increase in conversions, and 81 creative variations that averaged 93% above brand CTR benchmarks by platform. IBM also helped the Ad Council uncover which messages performed best, and the success led to plans to use IBM Watson Advertising Accelerator again for the Vaccine Confidence Campaign.

Ad Council