weather based marketingAll those creative assets gathering virtual dust in your catalogue, database, or inventory system? Tag them snowy, cloudy, sunny or rainy and turn them into dynamically-generated, weather-targeted ads.

Weather site Weather Underground has partnered with Dapper to create WeatherMatch, a real-time system that delivers ads that match local weather conditions, paired with items from a catalogue or other electronic inventory database.

To get started, an advertiser would first tag appropriate catologue items: galoshes and windshield wipers are "rain," for example, lawn mowers and tank tops are "sunny." Then, depending on real world weather conditions, the appropriate items are inserted into a generic piece of creative and displayed to users in relevant markets. Theoretically, a large retailer could simultaneous be pushing snowblowers and beach umbrella, each in an appropriate slice of the country.

Weather-based targeting is hardly a new idea, online or off-. Email in particular has been a popular vehicle for blasting weather-based promotions in the wake of one climactic upheaval or another. But so far as we know, this is the first dynamically targeted weather advertising solution, and one with interesting potential. It can be applied to more than immediately meets the eye, across product categories such as apparel, automotive, home and garden,  OTC drugs (pollen, cold and flu season), even seasonal foods (cold outside? have some soup).

Rebecca Lieb

Published 5 March, 2009 by Rebecca Lieb

Rebecca Lieb oversees Econsultancy's North American operations.

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Comments (1)


Rainwater Barrels

I didn't know about this but it could potentially be very good for my business. Thank You.

about 8 years ago

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