With the advent of modern technology, business functions have constantly changed and evolved. This is particularly true for advertising, where the tempo of change is quick. A contributing factor is that people are tired of the same boring ads, messaging, and content. In order to stand out, businesses need to make their ads more engaging, attractive, and, most importantly, personalized.
One of the innovative ways companies have grabbed consumers' attention is by making their ads personalized based on the current weather conditions of the consumers. Weather-based advertisements can help control the time and location of the ads displayed depending on the weather. For instance, ads for sunscreens can be shown when the weather is sunny.
Weather-based advertisements can work for a plethora of industries ranging from food and beverages to fashion, travel, hospitality, entertainment, health and beauty, pharmaceuticals, insurance, and beyond. The variables that can be set for these advertisements are the temperature, rainfall, snow, sun, humidity, location, and other weather parameters.
Weather is one of the biggest influencers on consumers’ buying behavior. Sainsbury’s, a UK-based retail giant, examined the relationship between weather and sales numbers and found that just a few degrees rise in temperatures in early spring can lead to a 200% increase in BBQ product sales.
Weather not only impacts one’s daily life and choices, but it also is a massive driver of emotions. People have expressed that they feel more sadness during the winter or when it’s raining outside. More than 5% of adults in the U.S. experience seasonal affective disorder (SAD), and about 10% to 20% of people suffer from a milder form known as the “winter blues.” These emotions also impact their purchase behavior. On the other hand, an IBM survey suggests that 21% of consumers feel excited to update their wardrobe heading into the fall season.
A consumer’s needs are also heavily influenced by the weather. For example, a consumer may need a coat in winter or a bathing suit in summer. This makes it essential for organizations to be mindful of the ads showcased in any location. Leveraging weather insights is an effective and efficient way to engage with consumers on a personalized level.
To top it off, weather affects around $3 trillion worth of business in the private sector alone in the US. The case is the same in countries across the globe, making weather an extremely important variable.
Weather-triggered ads target their consumers based on the current weather and the forecasted conditions. For example, imagine a digital billboard where an ad is being showcased for hot cocoa, and the weather is cold and freezing outdoors. A few hours later, the ad changes to iced tea when the weather gets warmer. This combination of location and weather data allows advertisers to provide a more contextual, relevant, and tailored message to customers while tapping into their moods, desires, and purchase intent.
Weather data combined with artificial intelligence can spot trends to help determine how to create more impactful campaigns tailored to the weather conditions around the consumers. Geotargeting helps this case by making the weather-based ads change automatically as the weather changes in the location.
While it’s easy to make assumptions when creating an advertising strategy around the weather, the conclusion should be based on accurate weather data. This helps businesses make more informed decisions to not only better target their ads but also convert the leads to sales and revenue streams. This is where Ambee’s weather data steps in.
Here are some benefits of using weather data to trigger ad campaigns:
Personalized ad campaigns: Weather data can help highly localize and personalize the ads according to the customer’s location and weather. Individualized ads are becoming increasingly relevant in every sector. A report by Accenture suggests that 91% of consumers like to shop with brands that provide personalized offers and recommendations. Companies that fail to create personalized experiences can potentially lose customers and their loyalty.
Increased relevant messaging: Weather targeting isn’t just for delivering an ad at the right location and time, it can also help understand the consumer’s psyche at any given moment in time. Understanding your customer’s minds enables businesses to tailor marketing messages accordingly, resulting in more potent campaign strategies. Relevant messages will resonate with the consumer’s mood and will lead to improved purchase intent.
Enhanced ad ROI: Weather-triggered advertising can greatly improve a company’s ROI. By providing better targeted and relevant ads, companies can anticipate an increase in leads, engagement, and, eventually, conversions. According to Evergage, 98% of marketers say personalization advances customer relationships.
Ambee provides accurate environmental data for the entire world with street-level granularity. When equipped with weather insights from Ambee, advertisers can design weather-based marketing campaigns to reach customers and deliver an impactful advertisement instantly. Ambee’s data helps understand real-time weather patterns at a hyperlocal level, helping brands make choices to drive their sales and revenue.
Ambee’s environmental data is already being used by a leading Australian DCO specialist, Adylic, to create dynamic advertisements for their customer. Their campaign was a massive success as they were able to hyper-localize their ads and achieve results beyond their target. Read more about Ambee’s collaboration with Adylic.
Utilizing weather data to better target and deliver timely and relevant messages benefits both the consumers and the company. Consumers receive more valuable and engaging information, and for the brands, sales are enhanced because the ads are precisely timed and perfectly delivered to maximize returns.
Ambee’s APIs are developer friendly and easy to integrate and now connecting Ambee’s API has become even easier with Zapier. You can now connect Ambee with your favorite applications and automate campaigns, trackers, messages, and more in just a few steps. Read more.
Learn more about how weather data can be of use to the marketing and advertising industry: https://www.getambee.com/industry/marketing-advertising