This document contains advertisements for IBM's Watson cognitive computing platform and cognitive business capabilities. The ads showcase how Watson is helping organizations in various industries like healthcare, retail, travel and more to reimagine their business and gain competitive advantages through cognitive technologies. A new era of cognitive business powered by artificial intelligence is emerging.

1. Welcome
to the
Cognitive
Era.
A new era of technology.
A new era of business.
A new era of thinking.
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Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
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2. Ad No.: BRA-15-38 W SAP No.: IMN.IMNBRP.15124.K.013
Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
142067_10_BRA_15_38_W
A new era of technology is giving rise to a new era of business,
made possible by three historic shifts:
A Cognitive Business is a
business that thinks.
Cognitive Business is here.
Take just one example: a car is now a platform for software, containing
Technology that takes in data in all forms – including unstructured – and
understands it, learns from it and reasons through it. This is what business
has been waiting for. IBM Watson™ now works with over
70,000 developers
and
350+ partner companies
who have launched
100 cognitive applications
Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson
is the platform. Today Watson is helping doctors reimagine medicine, and leaders reshape industries as diverse
as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners.
1. A World
Awash in
Data.
2. A World
Reinvented in Code.
3. The Advent of
Cognitive Computing.
than advanced passenger jets.
100 million lines of code—93 million more
In Hospitality: How do you keep hotel guests
satisfied when 96% of unhappy customers
don't complain? Watson contributed to a
platform trusted by major hotel chains to
anticipate and respond to service issues.
Cognitive
Engagement.
In Media: A leading broadcast network
grew viewership through look-alike
modeling, ratings and streaming data
analysis. They saw faster, more accurate
ratings predictions, in some cases six weeks
in advance of a show's release.
Cognitive
Products
and Services.
In Manufacturing: Few manufacturing operations
are as complex as oil and gas plants. Engineers
at a major manufacturer are working with
Watson to collate their 30+ years of experience.
This can help their employees adopt
standardized practices across every plant.
Cognitive
Processes
and Operations.
80%of all data is invisible
to today’s computers. Now consider
that by 2017 healthcare data is
expected to grow by
government
and education
data by utilities
data by
99%
94%
93%
In Government: Watson is helping cities run
better. Working with a startup, Watson’s
question answering and natural language
capabilities let users ask common questions
–"How do I find a lost pet?" and "How do I
pay a parking ticket?"– without waiting on
the phone or for an email reply.
Cognitive deepens engagement.
In Games: A Watson partner is creating a toy
dinosaur that can answer a child’s questions,
help her learn spelling, vocabulary, math and
more. The toy listens, learns and adapts to a
child’s personality–even her sense of
humor—and evolves over time to match each
stage of the child’s development.
Cognitive products never stop adapting.
In Travel: A new travel startup is teaching
Watson how to help travelers find personalized
recommendations through thousands of sources,
user data points and local area knowledge.
The company is already transforming the travel
process, from inspiration to destination.
Cognitive brings more certainty to business.
In Pharmaceutical: Comparative effectiveness studies are time-consuming. It takes three
PhDs an average of six months to read through all previous clinical trials for relevant results.
Working with Watson, one company is speeding up the process, helping to get safer medicines
to market faster.
Cognitive Exploration
and Discovery.
In Science: Working with a leading medical school, Watson helped scientists identify six
proteins that modify p53, a protein related to many cancers. It typically takes the life science
industry years to accomplish what Watson did in mere weeks.
Cognitive is accelerating high-stakes research.
In Engineering: Watson is helping a firm share
expertise with engineers who work even in
remote places. To make critical decisions
quickly–on site in the developing world or
following a natural disaster–the engineers can
have the expertise they need on tap, instantly.
Cognitive
Expertise.
In Law: Watson is being trained in legal language
and natural language, so it can help answer legal
questions framed in ordinary speech. Now being
piloted in 20 of the world's top law firms, Watson
can help cut research time from hours to seconds.
Cognitive elevates expertise.
NEW142067_10_BRA_15_38_W.pgs 10.05.2015 16:09 PDFX1a

3. Ad No.: BRA-15-38 W SAP No.: IMN.IMNBRP.15124.K.013
Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
142067_10_BRA_15_38_W
A new era of technology is giving rise to a new era of business,
made possible by three historic shifts:
A Cognitive Business is a
business that thinks.
Cognitive Business is here.
Take just one example: a car is now a platform for software, containing
Technology that takes in data in all forms – including unstructured – and
understands it, learns from it and reasons through it. This is what business
has been waiting for. IBM Watson™ now works with over
70,000 developers
and
350+ partner companies
who have launched
100 cognitive applications
Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson
is the platform. Today Watson is helping doctors reimagine medicine, and leaders reshape industries as diverse
as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners.
1. A World
Awash in
Data.
2. A World
Reinvented in Code.
3. The Advent of
Cognitive Computing.
than advanced passenger jets.
100 million lines of code—93 million more
In Hospitality: How do you keep hotel guests
satisfied when 96% of unhappy customers
don't complain? Watson contributed to a
platform trusted by major hotel chains to
anticipate and respond to service issues.
Cognitive
Engagement.
In Media: A leading broadcast network
grew viewership through look-alike
modeling, ratings and streaming data
analysis. They saw faster, more accurate
ratings predictions, in some cases six weeks
in advance of a show's release.
Cognitive
Products
and Services.
In Manufacturing: Few manufacturing operations
are as complex as oil and gas plants. Engineers
at a major manufacturer are working with
Watson to collate their 30+ years of experience.
This can help their employees adopt
standardized practices across every plant.
Cognitive
Processes
and Operations.
80%of all data is invisible
to today’s computers. Now consider
that by 2017 healthcare data is
expected to grow by
government
and education
data by utilities
data by
99%
94%
93%
In Government: Watson is helping cities run
better. Working with a startup, Watson’s
question answering and natural language
capabilities let users ask common questions
–"How do I find a lost pet?" and "How do I
pay a parking ticket?"– without waiting on
the phone or for an email reply.
Cognitive deepens engagement.
In Games: A Watson partner is creating a toy
dinosaur that can answer a child’s questions,
help her learn spelling, vocabulary, math and
more. The toy listens, learns and adapts to a
child’s personality–even her sense of
humor—and evolves over time to match each
stage of the child’s development.
Cognitive products never stop adapting.
In Travel: A new travel startup is teaching
Watson how to help travelers find personalized
recommendations through thousands of sources,
user data points and local area knowledge.
The company is already transforming the travel
process, from inspiration to destination.
Cognitive brings more certainty to business.
In Pharmaceutical: Comparative effectiveness studies are time-consuming. It takes three
PhDs an average of six months to read through all previous clinical trials for relevant results.
Working with Watson, one company is speeding up the process, helping to get safer medicines
to market faster.
Cognitive Exploration
and Discovery.
In Science: Working with a leading medical school, Watson helped scientists identify six
proteins that modify p53, a protein related to many cancers. It typically takes the life science
industry years to accomplish what Watson did in mere weeks.
Cognitive is accelerating high-stakes research.
In Engineering: Watson is helping a firm share
expertise with engineers who work even in
remote places. To make critical decisions
quickly–on site in the developing world or
following a natural disaster–the engineers can
have the expertise they need on tap, instantly.
Cognitive
Expertise.
In Law: Watson is being trained in legal language
and natural language, so it can help answer legal
questions framed in ordinary speech. Now being
piloted in 20 of the world's top law firms, Watson
can help cut research time from hours to seconds.
Cognitive elevates expertise.
NEW142067_10_BRA_15_38_W.pgs 10.05.2015 16:09 PDFX1a

4. Ad No.: BRA-15-39 W SAP No.: IMN.IMNBRP.15124.K.013
Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
142067_09_BRA_15_39_W
Watson
IBM Watson is
the platform for
Cognitive Business.
2011
Qa Question & Answer
2015
Ld Language Detection
Mr Message Resonance
Pi Personality Insights
Ce Concept Expansion
Re Relationship Extraction
Vr Visual Recognition
Ke Keyword Extraction
Fd Face Detection
TtS Text to Speech
Ee Entity Extraction
NlC Natural Language Classifier
Ae Author Extraction
Rr Retrieve & Rank
Ci Concept Insights
Lt Language Translation
TrA Tradeoff Analytics
It Image Tagging
Ta Tone Analyzer
Di Dialog
Wn Watson News
StT Speech to Text
Sa Sentiment Analysis
IlE Image Link Extraction
Te Text Extraction
Fd Feed Detection
Ct Concept Tagging
Tx Taxonomy
Watson is designed to understand, reason and learn;
in a sense, to think.
Watson's capabilities are available as 28 cloud-based APIs
– a total expected to rise 50% by the end of 2016 –
so you can build cognition into new applications,
products, processes – the core of your digital company.
When your business thinks, you can outthink:
challenges, competitors, limits.
ibm.com/outthink
A Key to Watson APIs
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5. C A N C E R
outthink
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Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
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Cognitive Oncology is here.
Watson for Oncology uses cognitive technologies to help
doctors analyze a patient’s medical information against a
vast array of data and expertise to provide evidence-based
treatment options. Watson can analyze the meaning and
context of structured and unstructured data in clinical notes
and reports, combine data from the patient’s file with clinical
expertise and external research, and identify potential
treatment plans for the individual patient.
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Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
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Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
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T R E N D S
outthink
Cognitive Inventory is here.
When a product is “hot,” how do you keep the
right style, the right color and the right sizes on
the shelf and ready for customers to buy? A major
retailer uses predictive analytics combined with
demographic data to help reduce lost sales due
to out-of-stock situations.
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7. Ad No.: BRA-15-42 W SAP No.: IMN.IMNBRP.15124.K.013
Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
142067_09_BRA_15_42_W
D O U B T
outthink
Cognitive Sports is here.
Cognitive Insurance is here.
fantasy football fans can apply cognition to the hardest
questions: who to draft and who to trade.
insurance claims can easily be separated from legitimate
ones, to better balance efficiency and safety.
W I N D S
outthink
Cognitive Energy is here.
providers can help pinpoint, with far greater precision,
the best sites to generate energy.
O L D S C H O O L
outthink
C O M P E T I T O R S
outthink
Cognitive Education is here. Now schools
can see new factors affecting performance, to predict
– and help – the students most at risk of dropping out.
Now fraudulent
Now alternativeNow 33 million
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8. R I S K
outthink
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Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
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Cognitive Finance is here.
There’s a risk in merger and acquisition deals;
up to nine out of ten fail. With IBM Watson Tradeoff
Analytics, clients can analyze richer and more
diverse data sets, designed to provide context
around specific concerns and priorities. Clients
can see risks and opportunities more clearly,
and gain more knowledge to decide and more
confidence to act.
NEW142067_07_BRA_15_43_W.pgs 10.05.2015 12:02 PDFX1a

9. 1
ESG:Platform-as-a-ServiceUsageandSatisfactionStudy,April2015,http://www.esg-global.com/research-reports/platform-as-a-service-usage-and-satisfaction-study.AllstatementsregardingIBM’sfuturedirectionandintentaresubjecttochangeorwithdrawalwithoutnotice,andrepresentgoalsandobjectivesonly.IBManditslogo,ibm.com,Bluemix,POWER8,GlobalTechnology
ServicesandWatsonaretrademarksofInternationalBusinessMachinesCorp.,registeredinmanyjurisdictionsworldwide.Seecurrentlistatibm.com/trademark.OtherproductandservicenamesmightbetrademarksofIBMorothercompanies.©InternationalBusinessMachinesCorp.2015.
You can start today. Watson is open for business on the cloud, with 28 API services that let
you integrate cognition into your company’s digital presence. But to create a true cognitive
business, you’ll want to drive this deeper into your enterprise. Here’s how:
Building on these fundamentals and tapping the power of Watson, your
business can become cognitive. It will work more smoothly, move faster
and help you make better decisions.
When your business
thinks, you can outthink.
Design a Cognitive Strategy.
Which experts will train the system? Which products,
services, processes and operations should be
cognitive, and which not? What data do you need?
IBM Cognitive Business Solutions is supported by
over 2,000 specialists, the collective experience
gained in over 50,000 analytics engagements
and world-leading IT consulting services and
partnerships, such as Facebook.
Move to a Cognitive Cloud.
Optimize cloud services for your industry, your data
sets and cognitive APIs. The hybrid platform you
build on must be able to integrate front-office data
with core systems of record.
IBM Cloud offers a robust, complete and secure
hybrid cloud. And IBM BluemixTM
is growing 10 times
faster than the overall PaaS market, with more than
100 services in 99 countries1
.
Adopt Cognitive Security.
As cognition moves into every part of your business
– and every part of the world – it is essential that every
transaction, piece of data and interaction becomes
secure. Your business, and your reputation, depend on it.
With a team of 6,200 security professionals in 36 security
centers worldwide, monitoring 133 countries and 20 billion
events per day, IBM Security can act on threats before they
become attacks.
Extend Cognitive with Analytics.
Ensure you can collect and curate the right data –
structured and unstructured. The data you own, data
from others and data available to all.
IBM Analytics leads the way with data partnerships,
such as Twitter and The Weather Company, and
enables anyone engaging with data to ask questions,
uncover patterns and pursue breakthrough ideas.
Build a Cognitive Infrastructure.
Evolve your IT infrastructure for cognitive workloads.
IBM Systems – from software that integrates and
manages APIs, to POWER8®
and mainframe servers,
to flash and software-defined storage – are designed for
the data and analytics required to deliver cognitive services.
And IBM Global Technology Services®
is starting to
apply Watson to the way services are delivered.
Is your business ready to
be a Cognitive Business?
ibm.com/outthink
1
ESG: Platform-as-a-Service Usage and Satisfaction Study,April 2015, http://www.esg-global.com/research-reports/platform-as-a-service-usage-and-satisfaction-study.All statements regarding IBM’s future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. IBM and its logo, ibm.com, Bluemix, POWER8, Global Technology
Services and Watson are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. See current list at ibm.com/trademark. Other product and service names might be trademarks of IBM or other companies. ©International Business Machines Corp. 2015.
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Ad Title: IBM - OUT THINK LAUNCH
This advertisement prepared by: Ogilvy & Mather
To appear in: WSJ / NYT
Size: WSJ Page Color: 4/c
Safety: 10.87”w x 21”h
Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry
Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar
Engraver: HUDSONYARDS
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