Temperature now controlling ads
Over in the UK Weather Unlocked has unleashed a new marketing and advertising feature called WeatherTrigger.
The new feature can be integrated into any digital advertising or marketing campaign to provide real-time weather targeting capabilities, meaning it can trigger adverts based on what the weather is doing either in the past, present or future.
For example, if the sun ever does peek its yellow face out from behind the clouds in London, the feature can trigger an advert in the area to display an ad for sunnies in that sliver of sunshine.
According to the release: “If the conditions change, the creative can be set to change accordingly. Virtually any weather element or combination of elements can be queried, for any global location.”
WeatherTrigger is designed to be used across virtually any marketing or advertising platforms such as online, mobile, digital TV and digital out-of-home.
“WeatherTrigger can significantly improve campaign results, enhancing engagement, improving brand recall, and accelerating conversions,”Senya Ryazanov, head of digital for Weather Unlocked, said.
“Only displaying ads when conditions are right for purchase means there are no wasted impressions. Advertising budget is spent in the most cost effective way and ROI is maximised on every campaign.”
John Armstrong, product director of Weather Unlocked also added: "We are excited to be bringing WeatherTrigger to market. The service provides a flexible solution to integrate weather into marketing messages.
“Whatever the channel WeatherTrigger can significantly increase campaign ROI. Marketing managers will be happy."
In January this year burger joint Grill’d created a temperature-controlled promotion where burger fans were given a free burger once the temperature reached a certain degree.
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