The Weather Channel
22/11/2017

How the weather affects what we buy

The weather affects consumers’ emotions and their behaviour, and it therefore has an impact on business. The results of a new advertising effect study on weather targeting by BurdaForward confirm this. BurdaForward Advertising (Focus Online, Chip, Huffington Post and others) has successfully tested weather data targeting for its client Unilever, using the WeatherFX technology by The Weather Company (TWC), a subsidiary of the data company IBM. In a study, the marketer now proves the advertising effect of the targeting campaign: The weather strongly influences consumers’ motivation and their readiness to buy.

Cool ice age

BurdaForward Advertising implemented a targeting campaign using real-time weather data for “Ben & Jerry’s” ice cream sandwich “Cookie Dough Wich”, together with the Hamburg-based agency Mindshare. Between the end of August and mid-October, advertisements were only displayed according to corresponding WeatherFX targeting triggers.


„Our overall goal is to display advertisements that are relevant to our users. With the help of real-time weather data, display advertisements produce best possible results for our advertising clients. The Weather Company, a subsidiary of IBM, creates completely new opportunities, based on its own globally unique weather data base, the data of the platform IBM Watson and the e-commerce data of BurdaForward. Marketers in Germany are now able to adjust their media plans across all digital platforms in a much more targeted and therefore considerably more efficient way than before.”

Petra Albers, Deputy Director Customer & Brand Management


 

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