Key People & Companies
Prius Prime
Toyota · Automobile
IBM Watson Ads
IBM · Platform
Toyota
The Weather Company
IBM
AI technology provider
Sarah Ripmaster
head of automotive sales at The Weather Company
John Lisko
executive communications director at Saatchi & Saatchi
Saatchi & Saatchi
+ 1 more entity in the full study
Key Results
- The campaign achieved 3x Google Rich Media Interaction Time Benchmark, with users spending an average of 1-2 minutes engaging with the ads. Sarah Ripmaster told MediaPost this was 'three times longer than a television commercial.'
- Toyota generated 6,000 total user conversations with prospective buyers, with an average of 3 interactions per session on desktop web, according to The Weather Company case study.
- The campaign delivered a 20% increase in purchase consideration among males aged 35-49, the target demographic for the Prius Prime, as reported in the IBM case study.
- + 3 more results inside
“Toyota has an organized system for their data management along with internal processes, which allowed them to recognize and leverage Watson innovation in advertising. Because Watson Ads learn over time and get smarter with every interaction, this not only helps educate consumers and ultimately help them make more informed buying decisions, but it also helps the brand itself to understand consumer questions, concerns and interests. Those insights can then inform overall planning and strategies - from product to supply chain management to marketing.”
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