Harness the power of weather to supercharge your targeting strategy

Weather has a profound impact on how consumers behave. Their needs, interests, and purchasing decisions often change based on the weather outside. It can shape decisions on what they eat, where they go, and what they buy.

While weather data is commonly leveraged to deliver forecasts across television screens, websites, and mobile apps, this data can also be used to help marketers execute hyper-targeted, contextually relevant advertising.

Meteorology meets marketing

Weather data refers to the information collected from weather tracking tools, providing details about conditions in the atmosphere and the weather patterns such conditions create. Data points include details on temperature, humidity, precipitation and beyond.

Weather provides a uniquely tangible and experiential contextual layer to your marketing. Harnessing its power allows marketers to go beyond generic approaches and deliver ad experiences that are tailored to a consumer’s specific environment. By recognising the influence weather can have on consumer decisions, marketers can align their strategies to capitalise on these trends and create meaningful interactions that stimulate consideration and purchase.

Craft campaigns for every forecast

By incorporating weather data into your targeting strategy, you can capitalise on the power of context to tailor messages, product offerings, and promotional campaigns to suit the unique needs of various targets. Benefits include, but certainly are not limited to:

• Personalised messaging: Tailor messages to the specific weather and speak directly to the consumer.
• Contextual relevance: Instantly make messages more relevant and engaging.
• Timing optimisation: Optimise the timing of campaigns to maximise ad spend and ROI.

Turn grey days into sunny escapes

Imagine your client, a leading global airline, has just announced the launch of a new route to the sunny, crystal clear waters of the Maldives.

Layer weather data over demographic data and reach your audience of affluent, luxury-seeking heads of households in geos experiencing less-than-ideal weather conditions.

Place vivid images and punchy Maldivian messaging programmatically across digital screens where city-dwellers are trekking through a snowy commute or reach suburban moms on their tablets while they’re stuck inside on a rainy day.

The combinations are endless, the impact is enormous.

The week’s weather brought to you by Adsquare

Adsquare weather datasets offer a broad range of segments, including real-time or forecasted weather information on temperature (daily average, maximum or minimum), precipitation, condition, or sunshine duration.

Layer weather data on top of location and demographic/interest data to create dynamic and contextually relevant audience segments that have the potential to revolutionise your marketing strategies. Our self-managed platform is integrated with all leading DSPs, meaning you can model and activate your campaigns all in one place.

Weather data at your fingertips

Weather data is available as part of Adsquare’s geo-contextual based Proximity Targeting solution.

Proximity Targeting is a powerful tool to incorporate into your campaign planning. It allows you to reach consumers based on their physical location, making it especially effective for businesses with brick-and-mortar stores or those looking to harness the power of weather to increase message relevance. Here’s how to make the most of it:

• Geo-targeting: Target users who are in and around your physical store locations, popular shopping districts, or specific zipcodes. This will enable you to target consumers when they are in close proximity, making your ads highly relevant.
• Geo-conquesting: Identify competitors’ locations and set up geo-targeting around them. When potential customers visit competitors, your ads can be strategically triggered, enticing them to consider your offerings instead.
• Location history: Leverage location history data to understand where your target audience spends their time. Create customised campaigns for different segments.

Privacy complaint by design

Geo-contextual Proximity Targeting is a strategy that doesn’t heavily rely on personal data. Instead, it focuses on the user’s current activity or content consumption. This approach offers broad targeting to multiple users rather than individualised targeting. During the bidding process, Adsquare enhances the user’s location data with relevant spatial information, making geo-contextual targeting a privacy-friendly targeting solution that functions without the need for user IDs.

Make the weather work for you

Want to learn how the power of weather data can be used for your client or brand? Fill out the form below and a Proximity Targeting expert will be in touch. 

Already an Adsquare client? Log into our platform to activate weather data now.