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Weather Targeting

Weather Targeting

The weather has the biggest single influence on consumer behaviour after the economy according to the British Retail Consortium. The weather affects what we buy, where we go, what we wear, what we eat, and how we feel. Certain products are completely weather related, like sunscreen, ice-cream, hot and cold beverages, barbeques, rain coats, and umbrellas.

Weather targeting is a clever way of intensifying the activity of weather-sensitive ads when the weather conditions resonate with the content of the campaign. It automatically decreases pace of campaign activity when the weather is not conducive to clicks and sales. The weather trigger can be based on a single weather element or a combination of elements.

Emerse have developed a bespoke technology that allows us to target an audience based on the viewer’s current or forecasted weather conditions. We use several different weather triggers, for example; it could be actioned by the measured wind strength. As a standard measure, we use the Beaufort wind force scale, a commonly used empirical scale to measure and compare wind velocity. This determined when and where to expose the users with the video. The more powerful the wind strength, the more exposure to the target audience. Clever huh?

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