An article from Sudipto Ghosh from Marketing Technology Insights is a great read on the efforts from AccuWeather to use their data to help inform brands. The premise is that weather has an effect on certain purchasing behaviors. Remember the “Gotta Get the Bread and Milk” video (LINK)? Using weather data to inform and adjust your advertising is now possible.
The company AccuWeather has a data product called AccuWeatherIQ that; “will help advertisers connect with U.S. users experiencing a variety of weather conditions today, tomorrow, or “next weekend”. The objective is to provide effective messaging based on lifestyle activities and health management preferences influenced by the weather.”
The company has partnered with Salesforce, LiveRamp and Beemray to support marketing efforts informed by their data.
AccuWeather was in the news recently… well the CEO was called out by John Oliver.
The show Last Week Tonight did a piece on AccuWeather (LINK) – but John Olivers position was on his oposition to the CEO of AccuWeather becoming the head of the government organization NOAA.
RELATED IMPACT: The connection here is obvious. Knowing that consumers behave differently in different weather conditions and being able to use the weather forecast to programaticly change your marketing should have a related impact. I will be watching as we head into winter storm season here in the New York area to see what changes in my ads.