TOMORROW FOCUS Media, Germany’s largest online publisher, is now offering advertisers the ability to target consumer advertising based on real-time weather conditions.
The Weather Targeting feature, which has been developed in collaboration with leading predictive behavioural targeting company nugg.ad, enables advertisers to book and control weather-dependent advertising.
As part of a trial case study with HolidayCheck, the Weather Targeting tool helped increase brand awareness by up to 17.7 per cent.
Winter tyres and medicinal tea at the first sign of snow, spring fashions and solar energy when the sun shines; TOMORROW FOCUS Media now offers real-time delivery of weather-dependent advertising implemented alongside nugg.ad, market leader in targeting solutions.
Weather Targeting uses up-to-date data on weather conditions and temperatures to make calculated projections to deliver advertising that is targeted to consumers’ current weather surroundings. nugg.ad will be looking to roll out the technology across its other international markets, including the UK.
“We all experience the influence that weather can have on purchasing decisions while queuing up for an ice cream cone in the summer. We can capture this mood and no longer just align ourselves according to sociodemographics and affinities”, says Director AD Operation Carsten Sander, the creative mind behind the new product.
Stephan Noller, CEO of nugg.ad added “As a data provider, wetter.com ensures exact controlling with constantly updated meteorological data. All in all, it is a very nice example of the possibilities nugg.ad Targeting offers through the addition of external data”.
HolidayCheck case study:
During the trial campaign with HolidayCheck Weather Targeting was able to increase supported advertising recall by 24.5 per cent (sunny targeting) and 10.8 per cent (cloudy targeting).
When shown the campaign motif, almost 60 per cent and 52 per cent recalled having seen the campaign. Advertising material recall increased by 5.9 and 1.4 per cent. Supported brand awareness for HolidayCheck was also increased through the campaign by 17.7 and 8.2 per cent and is currently at 47 and 42 per cent.
“For us as a travel agency, the topic of weather plays an important role when approaching customers. It is strongly linked with emotions. Thanks to Weather Targeting, the messages are perfectly attuned to the current situation, allowing us to emotionally lead prospective holidaymakers towards the HolidayCheck brand and to noticeably influence their purchasing decision process”, says Dr. Axel Jockwer, Director Marketing DACH of HolidayCheck.
“We are taking the next logical step with Weather Targeting, and see this as just the beginning of a series of innovative new products”, says Alexandra Thomas, Head of Product & Publisher Management at TOMORROW FOCUS Media. “We offer advertisers and media planners completely new approaches for creations with our Weather Targeting.”
Source: http://www.tomorrow-focus-media.de.
