Overview

Because weather conditions impact dry eye conditions, a leading pharma brand came to IBM Watson Advertising and its solutions on The Weather Channel website and app looking to drive purchases of their dry eye relief products.

The brand leveraged WEATHERfx triggers and other audience targeting, plus mobile branded backgrounds, to reach relevant consumers and drive consideration of their products.

Results

A Nielsen 3rd party vendor study run in conjunction with the campaign proved that the brand’s advertising on The Weather Channel digital properties drove higher consideration and greater purchase intent. With IBM Watson Advertising's media and data solutions, this leading pharma brand saw: 

  • a 28.2% lift in purchase intent
  • 24% waste reduction
  • sustained lift in purchase intent throughout the campaign
  • 913K impressions reallocated

Focus Area

  • AI/Watson