When bakery-cafe Panera introduced its tasty new Broth Bowls, it looked to Watson Advertising to deliver a new batch of hungry customers. The effort began by recognizing that people plan their day around the weather, checking our app on their mobile devices first thing in the morning, then several more times throughout the day.
Wanting maximum exposure on the app, Panera leveraged high impact Branded Backgrounds, lunchtime dayparting, geofencing and conquesting. The brand also took advantage of Watson Advertising location segments we created in order to target healthy & engaged consumers—a key demographic. And to ensure further relevancy, native ads were aligned with the user’s current weather conditions and featured a more localized store-finder.
From simple data elements like weather and location, to compound data products like custom audiences and WEATHERfx, we help marketers more efficiently and effectively target their consumers.
Media is where our business started, and what our advertisers have come to rely on. It's our heritage business of ad units and personalized experiences that reach a highly engaged user in a brand-safe environment.