The Weather Channel (TWC) Global Media has partnered with Starcom MediaVest (SMG) to launch its weather-intelligent marketing platform WeatherFX across Europe.
The product has been incorporated into the media planning organisation of SMG as part of the deal.
“We are extremely excited to be partnering with Stewart and the entire SMG team. Weather touches every person, every business everyday and our science, data and technology are at the core of everything we do. Our WeatherFX platform takes what is arguably the most complex data set in the world and simplifies it to actionable insights for our customers,” explained Patrick Vogt, president, The Weather Company International.
“This partnership will extend the reach of TWC’s weather-intelligence marketing solutions to SMG’s clients that include brands such as Heineken, Cineworld, Autoglass, Burger King and Novartis, allowing brands to tap into the power of real-time big data weather analytics.”
WeatherFX is powered by real-time modelling based on geo and temporarily-modified weather data, client goals and historical business data. It allows marketers to take advantage of the connection between location and the effect of weather conditions, in order to influence consumer behaviour.
Starcom MediaVest Group will use WeatherFX to optimise the effectiveness of its advertising campaigns. Both companies will be combining the use of data, technology, science, research, business intelligence, content and storytelling to drive consumers to purchase.