Denise Chudy, VP at The Weather Company, talked about how The Weather Channel engages with consumers on local weather information and how businesses can use weather information to adapt ad campaigns.
People look at weather 300 times a month. Branding is certainly important to get consumers to go to The Weather Channel, but they also work with Yahoo, Google, and others to provide weather information to them. Many consumers still want old fashioned email notifications each morning so they make sure they meet demand whether the information is provided via push or pull notifications.
The Weather Company also helps apply weather information to ad strategies. Many products are seasonal or weather dependent (e.g. Tires sales in the Fall increases 5% based on specific weather conditions). In Chicago, NY and LA tire sales increase in the fall when there is more rain than usual. So when there are conditions that spur consumer action, ad campaigns can take advantage of that.
Another example is soup sales in the Spring increase 10% in Dallas when there are more clouds and rain; in Chicago when there are more clouds; in Boston when there is higher humidity and in LA when lower humidity. So consumer behavior is not necessarily logical but the info provided can help adjust appropriately based on measurable conditions.
Also, ad creatives can be adapted to weather – salad graphics in restaurant ads when it is warm and soup when it is cold. These are just a few examples of how marketers can use circumstances and conditions to help better target and adjust ads to increase ROI.