Weather intelligence for the future: Crafting a strategic enterprise approach to changing environmental conditions
Continue reading
Advertising solutions that harness the power of Mother Nature
Personalized, predictive, and privacy-forward marketing strategies that drive brand engagement and growth.
Much
like
our
physical
climate,
the
advertising
ecosystem
is
facing
accelerative
winds
of
change.
Now’s
the
time
to
evolve
your
marketing
strategy
to
change
with
it.
We
can
help.
Enter Weather: The Original Influencer
Consciously or subconsciously, weather influences every aspect and decision of people’s lives–how we feel, what we try, and what we buy. As consumer sentiment shifts and brands are called to deliver tangible value rather than relying on loyalty to retain market share, those who tap into weather’s immense impact on consumer behavior, purchasing, and emotion will prevail with weather based marketing.
Weather’s impact on consumers
Nothing else impacts every person and business on the planet as consistently as weather. Over 330 million people a month1 across 178 countries2 rely on The Weather Channel app and weather.com to stay safe and informed.
0%
of women change their personal care or beauty routines as the weather changes3
$0B
in estimated ecommerce sales in the US in 2023 were influenced by weather–more than Cyber Monday4
0%+
of people adjust their health and wellness routines with the weather5
Revolutionizing the advertising industry
Privacy-forward signal
Weather data is the privacy-forward, contextual, scaled signal that creates a unique alternative to third-party cookies and identifiers. Proven to drive consumer behavior and engagement, weather advertising allows marketers to create and sustain personalized connections–all while prioritizing the consumer experience and protecting their privacy.
The Weather Channel and beyond
Whether you’re tapping into the rich environments or engaged audiences on The Weather Channel’s digital media properties or scaling your message across the advertising ecosystem, The Weather Company lets you be as impactful and pervasive as the weather itself. So go ahead…uncover new audience insights, tailor customer experiences, and exceed media objectives. We’ll be there to support every KPI.
Weather powered advertising solutions
Weather Targeting
Weather Targeting enables marketers to build a weather strategy that personalizes messages without using traditional identifiers–telling their stories at the most relevant moment, in near-real time, across zip codes experiencing the optimal mix of conditions that influence consumer behaviors.
Resources
Meet the Rainmakers
Savvy brands are already tapping into weather for a competitive edge in the impending post-cookie future.
Success stories
Chloraseptic drives appeal for family-friendly remedies
The sore throat spray brand reached parents within organic planning moments and seasonal wellness routines by leveraging the connection between weather and wellbeing.
%
lift in in brand recommendation among target audience
%
lift in purchase intent among target audience
EcoFlow powers proactive preparedness
The sustainable energy companion aligned messaging with forecasted severe weather to help consumers prepare for power outages, activating across The Weather Channel app and via The Trade Desk and Meta.
%
lift in brand awareness
X
ROI
McCormick builds brand excitement by spicing up its creative
The leading spice maker increased brand favorability and awareness by serving high-impact ads when weather inspired people to fire up the grill.
%
lift in unaided brand awareness
X
higher improvement in unaided brand awareness vs industry benchmark
e.l.f.’s glow storm campaign delivers thunderous results
The cosmetics brand drove viral buzz by using weather-driven creative to position its products as reliable in any condition.
%
Increase in brand awareness among women aged 25-43
%
lift in purchase intent through sunny day creative
Further reading
Check out our executive thought leadership in Adweek.
The Art and Science of Weather-wise Marketing
Despite a forecast of continued marketing disruption, one thing remains constant: weather’s influence on consumers.
Read moreHey Marketers – What’s your Weather Strategy?
Innovative marketers will capitalize on weather’s proven impact on consumer behavior and purchasing habits.
Read moreRelated resources
Let’s talk
What’s your weather strategy? To learn more about harnessing the power of weather to increase engagement and drive growth, contact our advertising experts today.
Contact Us
