AI in weather forecasting, prediction and communication
Future-proof marketing with addressable targeting solutions that put consumer privacy first.
The future of addressability starts with weather data
To thrive in the evolution of marketing, brands must go beyond cookies, to use alternative signals that illuminate and predict consumer mindset and motivation–ultimately building stronger consumer connections, even as privacy increases. More than ever, marketers need future-proof, addressable solutions.
Weather data is one of the most durable, persuasive, and globally available signals that a marketer can use to influence consumer behavior and ultimately, action. That effectiveness is, in part, why weather is estimated to add $13.5 billion in annual U.S. ecommerce activity–more than Cyber Monday1.
Weather Targeting, developed with data from the world’s most accurate forecaster2 and advanced AI technology, helps marketers create and execute strategies that anticipate and respond to consumer behaviors, mindsets, and emotions influenced by the proven and predictable impacts of weather.
Across verticals, addressable targeting with weather data drives results. From QSR to CPG, Health to Retail, clients are seeing double digit growth.3
increase in incremental visits for a quick service restaurant brand
increase in product sales for a cold and flu brand
increase in purchase intent for pharmaceutical brand
Beyond the forecast
In weather forecasting, accurate and comprehensive data is crucial, but so is an understanding of the science behind it. That’s why we consistently analyze past, present, and future environmental conditions to establish clear seasonal benchmarks. The results offer practical, relevant, and accurate insights into how weather and environmental conditions impact people’s activities, health, and purchasing decisions. This information powers cookieless, hyperlocal ads to prompt consumer action based on current or predicted weather effects on moods and behaviors. Data is updated every 15 minutes based on nuanced combinations of weather factors including:
|Over 30 weather variables across 44,000 ZIP codes within their respective 6 seasons.
|Because weather is local and feels different based on location and time of year, we also divide the data into seven conditional ranges that vary by season.
|Normalized data based on what is considered typical for time of year in 6 “seasons.”
|Recent, current, forecast, and seasonal data add context. We look for both big and subtle shifts from from one point in time to another that can contribute to the experience.
Put weather to work
AI reveals insights
The Weather Company uses advanced data analytics, modeling, machine learning, and AI to analyze environmental scenarios, sales data, and anonymized third-party data. We cover over 44,000 ZIP codes in the United States with an expanding international footprint, identifying patterns in consumer behaviors.
Insights define triggers
The insights developed from this data analysis reveal a dynamic picture of consumer responses to weather, to inform and create cookieless campaign triggers based on those understandings.
Triggers drive outcomes
These triggers activate media in almost real-time in ZIP codes with the ideal conditions that influence consumer behaviors and lead to results.
An automated, targeted, data solution that is predictive, privacy-forward and accessible across the advertising ecosystem.