When a tier 1 automotive brand wanted to creatively promote its new models at both a national and local level, it turned to IBM Watson Advertising, with its massive national scale and local reach via The Weather Channel app.
The campaign featured a 1-day takeover on The Weather Channel mobile app, and leveraged high-impact, award-winning branded background home screen ad units to increase awareness. Also included were Native Elements - another IBM Watson Advertising media solution that helped to extend the reach of the auto brand's messaging for greater impact.
For such a small timeframe, the effort garnered big results:
- 3.47% CTR of iPhone native ads on The Weather Channel app (+8x Google display CTR benchmarks for auto)
- .76% CTR of branded backgrounds on both iPhone & Android (4x higher than internal benchmarks)