“Consumer behavior and intent can be attributed, in part, to the weather. The weather impacts not just the seasonality of certain products, but people’s moods, which affect how they shop. By understanding the correlations between weather and purchasing patterns, marketers can reach consumers in the right moments, with relevant campaigns.
Weather targeting enables marketers to align their campaigns with the fluctuations in weather and tailor their creatives based on the weather conditions in specified locations. Campaigns can also be optimized based on local temperatures, making it possible to engage consumers during major weather changes with ads that drive action.”
Read the full article on Ad Age.
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