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Weather Triggers
Using weather-based marketing in your DOOH campaigns to maximize budget and increase sales
Programmatic DOOH +
Weather Targeting =
The Perfect Match
Combining programmatic DOOH and weather targeting just makes sense. Why? When you layer weather triggers into your out-of-home advertising strategy, you can utilize real-time weather data to automatically deliver ads with personalized marketing messages based on your audience’s local weather.
By the Numbers
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average lift in consideration for campaigns that used weather trigger targeting*
brands have leveraged weather targeting in their DOOH campaigns through Vistar
campaigns executed weather strategies through Vistar’s programmatic pipes
WEATHER
Trigger ads where specific weather conditions are present to serve a more contextually relevant creative.
Example Triggers: Heavy rain, very cold temperatures and high pollen count
PRODUCT
Trigger ads when optimal weather patterns that historically drive incremental sales lift are present.
Example Triggers: Outerwear sales, cold beverage sales and cough and cold remedies
ACTIVITY
Triggers ads when known weather conditions that align with desired behaviors are present.
Example Triggers: In-store shopping, ordering delivery and optimal auto shopping
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DOOH offered cost-efficient capabilities that allowed us to seamlessly use weather triggers to deliver the right creative messaging, to the right consumers at the right time. We saw that users exposed to DOOH ads were 6x more likely to visit a store than a user that was not exposed to them."
- Yannick Denis, Senior Omnichannel Marketing Manager at Recochem Inc.
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Fashion & Retail
Clothing trends change with the weather, and a fashion brand can do the same with its advertisements.
Packaged Goods
Promote CPG food products during heavy rain or snow while the ability to eat out or cook fresh meals is limited.
Travel & Hospitality
As the weather gets colder, tropical destinations can drive inspiration or help consumers fight seasonal depression.
Health and Wellness
Drive awareness of allergy or other illness remedies when the weather is most likely to exacerbate health conditions.
Insurance
Different temperatures create different risks and accidents. Use weather to serve ads for seasonal insurance needs.
Automotive
Activate messaging geared toward in-person auto shopping and dealerships around clear, warm days.
Partnering with Vistar Media on our DOOH efforts allowed us to leverage both location and weather-based targeting– ensuring that our Rain campaign was seen by our target audience when they were more likely to be in-market for rain products. We were very pleased to see not only a lift in awareness but also a lift in consideration and purchase intent."
- Michelle Hernandez, Director of Omni Digital Marketing at UGG
Interested in learning more about weather-based marketing or launching a campaign using weather triggers? Contact us today to speak to an expert about how you can reach your KPIs with programmatic DOOH.
