The Weather Channel is to introduce advertising units that allow its advertisers and agencies to put live weather into their online adverts for the first time in Europe.
‘ADaptor’ adverts on The Weather Channel website tailor the creative in the adverts in real time to reflect the changing weather conditions and the time and location of the consumer, taking into account variables such as current local weather, current weather for an alternative location, forecasted weather conditions, a store locator that incorporates the address of the nearest retail location and a countdown timer that counts down to a specific date and time.
The technique has previously been used in America by brands such as Mini and Budweiser.
Ross Webster, managing director of sales, European markets at The Weather Channel, said: “The Weather Channel plans to serve the most timely and relevant advertising possible to its audience online based on the users experience of the weather in real time.
“The innovative advertising units take live climatic conditions, such as UV level and rainfall in the searched location, and fuses this information with a brand’s creative. ADaptor advertising will deliver contextualised advertising that is far more relevant to the audience, while advertisers gain greater strategic control of their brand.”
Research showed that ADaptor adverts are proven to drive deeper and richer engagement with consumers, achieving higher recall and on average 127% greater click through rates compared to the average performance of other creative on weather.com.