The Features and Benefits of Temperature-Targeted Ads
Temperature targeting is a premium display targeting strategy that can increase or decrease impression frequency during specific temperature thresholds in real time. Weather data can be collected by an advertising company for any location or business, and ads can be targeted on-demand at any time during the day.
The Advantages of Temperature Targeting
Targeting users in defined locations using temperature is an effective measure for minimizing wasted display ad impressions. This strategy helps monitor digital spend levels for a business and supports a company’s goal to stay on budget. Wasted display impressions can come from fraud activity, unseen ads, ad blockers, poorly targeted ads, and ads that contain irrelevant messaging.
Generally, weather-triggered advertising is a powerful tool that provides more accuracy to online ads for reaching customers and has a better chance of receiving clicks. Online ad performance improves because advertisers know when to tap into a consumer’s mood for a certain product or service. Companies who utilize weather targeted advertising, on average, achieve higher number of clicks, click-thru-rates, sale conversions, and return on investment.
Who has Utilized Temperature Targeting?
Large companies who have had success utilizing temperature targeting are Burton, Pantene, Lipton Ice Tea, and The North Face. The following is a video created by marketing agency, Wishpond, explaining Burton’s successful campaign.
Temperature targeting has revolutionized the landscape of display advertising, and more companies are widening their ad capabilities while narrowing their target demographic. If you want to learn more about temperature targeting, or believe it would enhance your current digital footprint, reach out to Quantifi Digital.