Would you rather talk to your ad than read it or watch it?
weather.com intends to find out soon when it introduces IBM’s Watson capabilities (artificial intelligence software) to allow advertisers to run display ads that encourage consumers to ask Watson questions about their products, via speech or by typing into a search box.
“For example, an allergy medication brand could enable visitors to Weather.com to ask questions about whether the product is appropriate for children or what sort of side effects it might cause,” explains Mike Shields in The Wall Street Journal. “Or a food brand may encourage people to ask about potential recipes.”
Reportedly, parent company Weather Co. has enticed Unilever, Campbell Soup, and GSK Healthcare to experiment with Watson-powered ads (on desktop and mobile) later this year.
“Initially, Watson Ads will only be available on Weather Co.’s properties, including Weather.com and Weather Underground,” notes Shields. “But Jeremy Steinberg, Weather Co.’s global head of sales, said the company is open to having these ads eventually run on other websites and apps—and the technology could even find its way to other media, such as billboards and even TV ads.”
And if they catch on, expect even sunnier days ahead for AI in the mobile ad space.