Archive for the ‘video’ Category
The power of IBM Watson has already been unleashed on the advertising industry with Equals 3’s “Lucy” media planning tool.
Now, British ad tech company Unruly is using IBM Watson to create a new cognitive powered psychographic targeting tool to increase the effectiveness of digital video ads.
Unruly DNA combines the company’s emotional intelligence tools with IBM Watson’s machine learning capabilities to help identify and engage the people most likely to increase a brand’s sales. The company is tapping Watson’s Personality Insights service to help advertisers to learn how and why people think, act, and feel a certain way.
The Unruly DNA tool analyzes social media and other digital data from consumers and learns personality traits such as empathy, trust, assertiveness, and imagination.
Unruly’s new audience targeting tool creates profiles of light buyers who, according to academic research, are more likely than heavy buyers to increase sales because they have a greater capacity to purchase more. Unruly DNA then generates a recommended list of third-party audience segments based on these characteristics, which can be used by advertisers to improve the efficiency of their targeting.
Scott Button, Unruly’s Chief Strategy Officer, said, “Cognitive technologies and Artificial intelligence (AI) have made massive strides in the last few years and are now at a point where they can recognize quite subjective and very human qualities, such as emotion and personality.”
“We’re really at the beginning of the journey when it comes to using cognitive technologies in advertising. Machines can be a powerful tool for marketers to recognize human desires and aspirations. We’re really excited to be at the forefront of this new world with integrating Watson capabilities into our Unruly DNA tool, helping brands increase penetration and sales by targeting their light buyers,” added Button.
Unruly’s new tool is built on large scale consumer panel studies with more than 10,000 respondents combined with insights from social media accounts of participating consumers. By tapping IBM Watson, Unruly DNA uses a mix of linguistic analysis and machine learning to determine the sociodemographic and psychological profile of each panelist, clustering and aggregating the profiles based on buying patterns and purchasing frequency.
All people participating in Unruly’s online consumer panel provided personal data with their express permission and consent. In Unruly’s internal and external reports and analysis, all personal data is anonymized and aggregated. When targeting adverts, Unruly uses anonymous third-party cookies which are not linked to any personally identifying information and enable users to opt out.
According to recent research by Weber Shandwick, in association with KRC Research, more than half of global CMOs expect artificial intelligence to have a greater impact in marketing and communications than social media ever had.
You can learn more about the IBM Watson Personality Insights service here.
It’s Masters week, if you hadn’t already figured that from all these golf- and Masters-related golf posts.
I’ve never had the honor of visiting or playing Augusta National myself, but I know people who have.
In fact, I was attending a recent IBM event in Las Vegas when a very senior IBM executive confided to me that he had played Augusta National for the first time recently with several other very senior ex-IBM executive (the gender mix of which I’m not at liberty to reveal.)
I asked him what he shot, and it was a very respectable mid-handicap number, especially for Augusta National — people who don’t know golf can’t really fathom how long 7,435 yards is for a golf course. (That’s why you see so many players who don’t have good distance off the tee hitting long irons and even utility clubs to get onto Augusta’s greens.)
He also explained, as I’ve also heard from others, that TV just doesn’t do the course justice. He explained that the hills and undulations are so much more pronounced when you’re out there walking the grounds.
“Eighteen,” he explained, me nodding my head. “Like walking straight up a hill.” On TV, it obviously looks like it’s uphill, but not nearly the angle at which he was suggesting.
It was at this point that I had to tune out, as he was killing me with this reveal.
So yesterday, after work, I decided I wanted to get to know the course better, and figured why not try and see if there were any golfing games that included Augusta National in their course lineup.
I figure this is the only way I’m going to play some of the world’s great courses, so it’s probably a pretty good investment.
Turns out, Electronic Arts had released a Tiger Woods PGA Tour 2012 edition in that year that included the ability to play Augusta National, and they had a Mac edition, AND Amazon would allow me to download it on the fly and install it.
All for a whopping $20.
I also discovered the 2014 Tiger Woods PGA Tour edition will have a version of Augusta for the Masters in 1934 — so not only can you play with the likes of Bobby Jones and Ben Hogan and all the other greats, but you can play the course the way Bobby Jones and Alister Mackenzie originally designed it.
You just have to have an X-Box 360 or Playstation 3 (neither of which I own!)
The 2012 version will do nicely for now. Once the DMG was downloaded and I had installed the software and got the online presence set up (the game allows you to play a round with others out in cyberspace), I was off to hole number 1, Tea Olive (see pic above).
My score for the round was atrocious, as I was just learning all the controls for shotmaking in the game (that’s my excuse and I’m sticking with it), but the visualizations and greenery were an excellent way to find your way around the course, and to help you better learn how and why players navigate Augusta National the way they do.
For the record, on number 12, I hit about five balls into Rae’s Creek before finding the green — hopefully not a prophecy of things to come should I ever get to actually play a round at Augusta National.
I also found myself in situations that most Tour players would never find themselves which, for me, is about par for the course.
Impressions From SXSW Interactive 2012: Q&A With Twitter-Challenged Cisco Social Video Guru Tim “Washtub” Washer
I apologize in advance for the following interview.
A colleague responded to my posting of this video on Facebook and wrote “Wins the award for least content in an interview.”
Noah, you’re really being far too generous.
That said, there’s nothing more fun than interviewing Tim “Washtub” Washer, former IBM social media pioneer and now social video guru with Cisco.
Tim is a comedy writer and actor whose credits range from The Late Show With David Letterman, Late Night with Conan O’Brien, Saturday Night Live, and more recently, The Onion.
As you’ll see from our interview, all Tim has to do is show up and breathe and Scott and I would laugh. Really! The fact that we couldn’t seem to land an actual time to conduct the interview amidst a SXSW chock full of social mediated, geo-located smartphone applications…well, that tells you pretty much everything you need to know.
During his tenure at Big Blue, Washer produced one of the most brilliant corporate social video campaigns ever, “The Art of the Sale,” which was selected as a Comedy Central “Staff Favorite.” And you know they were reaching for the bottom of the barrel when selecting an IBM video series for such a distinguished honor.
Tim’s work has been covered by Advertising Age, NPR, and The New York Times, and he holds an MBA from the University of Texas.
When we weren’t laughing, Scott and I spoke with Tim about his having left IBM under auspicious circumstances, how he came to be a corporate comedian, and why it was that we couldn’t use Cisco Telepresence technology to conduct such a scintillating interview.