With The Weather Channel recently announcing a partnership with Twitter to roll out weather-targeted ads across the social network, weather is becoming a mainstream component of real-time contextual marketing. The trend is set to continue as new technologies and apps look to enhance the ad targeting capabilities of other social media platforms and ad networks. One of these is WeatherAds - our own weather targeting platform for AdWords, Facebook Ads and Instagram (Bing & Google DoubleClick integration coming soon - stay tuned!)
Weather triggered advertising is not just limited to the social media space, either. The value of real-time weather data for contextual targeting is being recognized across the entire digital advertising ecosystem – with, Demand Side Platforms (DSPs), Data Management Platforms (DMPs), Marketing Automation technologies and Email Service Providers (ESPs) all starting to roll out weather-targeting capabilities as part of their offering - many of them using Weather Unlocked's industry standard weather targeting API, WeatherTrigger.
For brands and agencies, weather signals are a powerful tool to legitimise communications and contextualise ads. In our previous post, we explored several case studies of brands (stellar Cidre, Molson Coors, La Redoute, and Bravissimo) that had deployed weather-targeting across a variety of channels, with stellar results.
This article examines 5 more exemplary ad campaigns that turned weather into wins:
‘Fast fashion’ brand Burton sought to create a customized and contextually relevant experience for their website visitors. They integrated a weather-responsive ‘tile’ on their homepage which referenced the user’s local weather, and linked it to a product recommendation.
Burton used a weather API delivering real-time weather information which triggered the relevant creative to be displayed.
Richard Wilson, Head of Digital at Burton said: “One of our most innovative tests has been weather targeting which we’ve had shortlisted for the Etail Innovation Awards. We personalised the homepage by making product recommendations based on the weather of the visitors’ location.”
As a result of linking live weather data to related products, Burton saw an 11.6% uplift in website conversions.
In 2013, Pantene saw a decline in sales as a result of losing touch with their consumers, a lack of new product innovations, and stiff competition from other brands.
In order to regain market share, Pantene focused on weather-affected hair problems. They identified key meteorological triggers for bad hair days including humidity and dry heat. Pantene partnered with TWC to serve ads on pages forecasting these ‘problem’ conditions, along with discount coupons and directions to the nearest store.
As a result of serving meteo-targeted ads to consumers experiencing the ‘problem’ conditions, Pantene saw a 28% sales increase as well as 600,000+ social impressions.
TUI, previously known as Thomson Holidays, wanted to increase holiday bookings by driving more quality traffic to their website. TUI partnered with a weather website, implementing a brand-takeover of both desktop and mobile app properties. When users experienced rainy, cloudy, snowy or cold weather, they were shown creative executions of ‘sun and sea’ holiday destinations, designed to create consumer desire.
Due to the significant success of the first campaign, 300% of the original campaign budget has been re-invested in further campaigns with the intention of replicating the success of the inaugural campaign on a larger scale.
Lipton Ice Tea
Liptons’ aim was to drive brand awareness amongst 18-24 year olds during the summer months – a time of the year when traditional media channels typically underperform. They identified Facebook as the ideal channel for their mobile ad campaign. Liptons deployed a thermo-activated mobile campaign on Facebook. The ad, together with supporting photo and video content was triggered by warm temperatures.
Liptons achieved exceptional results, reaching 6.9 million people, and commanding a 12.8% video view rate - which equated to just £0.06 cost per view.
The beginning of April 2014 saw ASDA’s clothing brand George launch its summer campaign called ‘Real Summer Days’. In response to the notoriously changeable British weather, Asda created a weather-triggered landing page for their online store which displayed personalized product recommendations based on the visitor’s local weather.
This follows a similar strategy to last year’s ‘Wear Your Summer’ campaign where dynamic, weather-responsive banner ads were employed across their online properties
George was able to drive sales by reacting quickly to temperature drops and changing stock, bringing forward their autumn/winter collection to “weather proof” their summer turnover.
The above case studies highlight the effectiveness of weather-triggered advertising. Creating more personalized customer experiences using weather data can significantly boost sales and drive brand reach. Hyper-contextual ads combat consumer ad-fatigue, delivering more relevant content, and minimizing wasted impressions – making your ad dollar work harder. After all, why waste money when you don’t have to?
For more examples of weather-based marketing campaigns check out our own case studies section.