Weather targeting is becoming mainstream in digital advertising. For brands and agencies, weather signals are a powerful tool to legitimize communications and contextualize ads. Here are 5 exemplary ad campaigns that turned weather into wins.
For many businesses, email represents one of the most effective channels for generating sales. It is an important tool for nurturing new leads, as well as upselling and cross-selling to existing customers. However, there are numerous factors that can affect the success of your email campaign – the day and time of the send, the recipient’s device, and, believe it or not, the weather.
It has long been common knowledge among retailers that the weather has a pronounced effect on sales. Both seasonal changes, as well as daily and weekly fluctuations in weather shape demand for consumer goods. These fluctuations not only determine what’s being sold – but also whether the sales occur online or in the real world.
Weather targeting, or weather-based advertising is the practice of targeting consumers by local weather (past, current, or future). In other words, serving ads, or delivering promotions which correspond to the viewer’s weather conditions. For example, adverts for 4x4 SUV’s could be served to consumers experiencing icy or snowy weather, or antihistamines could be promoted to audiences located in areas where there is a high pollen count.
Social Marketers, pay attention. Facebook has measured the effects of weather on social engagement and sentiment, and they've found that bad weather positively impacts usage, engagement and post interactions.
Whether we realize it or not, every day we see examples of how the weather influences buying behavior. However, newest research indicates that retailers and marketers can manipulate consumer behavior and drive purchase intent by deploying temperature triggered ads.