Learning from role models who are already successful at their job - as part of our interview series, editor Aline Prigge meets Vida Brychcy, Director Product & Engineering Test and Consumer Consulting at Chip.
...only bad advertising. And this is what “WeatherFX” aims to address. Together with BurdaForward, Burda holding The Weather Channel is bringing this new targeting technology to the German market.
Using a data pool, “WeatherFX” looks at 30 different weather conditions to place advertising according to the season and factors such as temperature, humidity and pollen count. It also detects changes in the weather that are likely to influence consumer behaviour towards certain products and in certain areas.
High pollen count? Hay fever tablets!
What makes “WeatherFX” special is that it can take into account factors such as the season, temperature and weather conditions as well as measured variables such as humidity and pollen count. The combination of traffic information with weather data and forecasts allows companies to broadcast dynamic product messages at a hyper-local level and make their campaigns even more effective.
BurdaForward links clients and consumers
“WeatherFX” enables BurdaForward customers to direct their product advertising at fans of the outdoors, for example. The first customer – and “WeatherFX” launch partner – to seize these opportunities is the pharmaceutical company GSK, which markets medicines such as Zovirax and Fenistil.
Real-time weather analysis
After the USA and Great Britain, Germany is the first market in which the leading weather platform will enable advertising based on real-time weather analyses.
“We are proud to bring this sophisticated technology to the German market for the first time. ‘WeatherFX’ will bring us even closer to consumers.”
Oliver Eckert, CEO of BurdaForward GmbH
This new targeting technology is now available on The Weather Channel on all end devices and will soon be rolled out on all BurdaForward portals, including Focus Online and Chip Digital, which have almost 32 million users in total.