The importance of weather-based advertising
The weather is a constant factor in all of our lives and advertisers are making sure the weather is on their side.
Weather, everyone talks about it even advertisers. No longer are advertisers using just traditional marketing tools. They are searching for new ways to effectively reach their target audience. Weather-based advertising is being used more and more and in my opinion it will only become bigger and more advanced. The weather is everywhere and a slight change can produce a great difference in our moods and plans. This article will help you understand what weather-based advertising is and what the effects are for your advertisement.
What is weather-based advertising
Weather-based advertising focuses on using real time weather data. It goes without saying that the weather differs in every city. Factors such as cloud cover, wind speed and humidity all matter. The data is collected from weather targeting platforms. In most cases advertisements are based on the current weather, but past and future forecasts can also be used.
The effects of weather
Access to weather data gives brands the opportunity to be smarter with their campaigns. It’s been known that weather has an influence on industries such as food, airline, retail and energy companies. These days the effect of weather can be measured on any product. Weather influences people’s moods and their plans, but it is different for everybody. Jeremy Steinberg, global head of sales at The Weather Company, reveals that the way people experience weather is relative. In addition, people’s buying habits tend to change as well. Brands try to figure out what their customers want before they themselves know it by keeping track of even the smallest changes.
Stella Artois is a brand that uses weather-based advertising. They have analysed 12 years worth of weather data and found out that the actual weather, rather than the seasons had an impact on sales. Temperatures rising 2 degrees above the monthly norm resulted in higher sales. Outdoor billboards were used only when the temperature was right. They saw a 65.5% increase in sales during the campaign period.
However, not only billboards have to be used. With my team I’ve been working on a prototype that also uses weather-based data. This app highlights certain activities and food places based on the weather. By using weather-based advertising it benefits the brand as well as the consumers. Brands experience higher sales by showing the advertisement at the right time, therefore wasting less impressions. For the consumer it results in more engaging and valuable information.
Usefulness for your brand
Weather-based advertising, when used correctly, will proceed in effective results. Information is more engaging for the consumers and advertisement impressions will be maximized. It is important to remember that weather is different everywhere and people experience it differently. Whether this type of advertising is right for you, depends on what you are trying to sell and which medium you use.