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 360 million people a month across 178 countries rely on The Weather Channel app and weather.com to stay safe and informed.1
0%
of women change their personal care or beauty routines as the weather changes2
$0B
in estimated ecommerce sales in the US in 2023 were influenced by weather–more than Cyber Monday3
0%+
of people adjust their health and wellness routines with the weather4
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
Audience Targeting
Adventure seekers. Pet lovers. World travelers. New parents. Weather plays a large part in every person’s life regardless of their interests. With a user base of 360M+, we sit on a trove of first-party data that segments our audience so marketers can connect with the people that matter most. Our privacy-forward and performant targeting solutions combine weather, AI technology, and consumer insights to deeply understand consumers as we enter this next era of predictive marketing.
Resources
Premium Ad Formats
Bring a brand ethos to life and convert attention to action through powerful storytelling capabilities on The Weather Channel digital media properties and across the advertising ecosystem. By combining the influential power of weather with high-impact creative, our premium ad portfolio is proven to drive awareness and purchase consideration with hundreds of millions of people everywhere, and anywhere your audience is.
Resources
Sponsorships
Sponsorships across The Weather Channel app and weather.com boost full funnel brand metrics alongside personalized and action-oriented tools for all our users. We put weather into action to give your audience information and insights that help them ultimately live healthier, happier, safer, and smarter with the aid of our advertising accelerator.
Conversations
Unlock the power of 1:1 brand-to-customer, digital interactions with personalized, AI-powered conversational marketing, virtually anywhere and at scale. Our award-winning creative advertising solutions create memorable and engaging brand interactions by using AI to grasp user intent, offer answers and recommendations, and optimize the consumer journey throughout the funnel.
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 2024 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 UsMore industries we serve
1 According to Comscore, The Weather Channel was the largest provider of weather forecasts worldwide (web and app) in 2022 based on the average of the total monthly unique visitors. Comscore Media Metrix®, Worldwide Rollup Media Trend, News/Information – Weather category incl. The [M] Weather Channel, Jan-Dec. 2022 avg.
2 The Weather Company Personal Care & Beauty Survey, Aug 2022
3 Adobe Digital Economy Index 2023
4 The Weather Company Aches and Pains Survey, 2023