When it comes to the growth of the FAST industry, the numbers don’t lie. They’re telling a story of rapid expansion, and frankly, they’re starting to look a little unbelievable – but in the best possible way. Revenue is projected to climb from $8 billion in 2023 to $17 billion by 2029,¹ and by 2028, streaming ad spend will overtake linear television.² Today, more than 115 million FAST users in the U.S. watch an average of three hours per day, generating over two billion ad impressions annually.³

At the same time, 48% of U.S. adults now prefer digital as their primary source for local news, and 89% of online weather content is outdated.⁴ FAST has even revitalized linear TV, with personalization expected to accelerate that growth further.⁵

Personalized weather content provides the missing link for FAST platforms. As one of the most habitually consumed information categories, weather offers the perfect solution to fill FAST’s demand for fresh, relevant, and monetizable stories. But first, let’s clear up a few common myths.

Myth #1: Repurposing linear weather segments is enough to attract digital audiences

Reality: FAST audiences expect content that’s hyper-local, on-demand, and visually dynamic. Linear weather clips don’t translate well into a digital-first environment due to font colors and sizes, and map graphics. Studies also confirm the issue: nearly 9 in 10 online weather updates are stale.⁶

Solution: ReelSphere from The Weather Company automates the creation of digital-first, snackable video. Each segment is updated in real time, visually engaging, and tailored to the viewer’s specific location, exactly what FAST consumers expect. Audiences increasingly expect weather content to be designed for digital platforms.⁷

Myth #2: Filling content gaps is too expensive and requires a huge team

Reality: Manually producing fresh digital content is costly and inefficient. A recent study found that 73% of online weather coverage is clipped content and just 27% is recorded content,⁸ which shows how heavily broadcasters still rely on repurposing rather than creating digital-first material.

Solution: ReelSphere delivers digital content automation that scales output without increasing staff. Broadcasters can keep their teams focused on high-impact weather days while ReelSphere generates an ongoing stream of ready-to-air digital segments.

Myth #3: Weather content is a commodity; it’s hard to make it a revenue driver

Reality: Weather is one of the most habitually checked content categories. In fact, 98% of advertisers are interested in sponsoring weather content⁹ and recognize its power to deliver contextually relevant ads at scale.

Solution: We designed ReelSphere with advertising in mind. Customizable, sponsor-ready segments allow platforms to pair weather updates with relevant promotions, from travel offers to retail campaigns, unlocking new revenue streams.

Myth #4: You can’t get hyper-local content without a local team

Reality: Audiences want forecasts that matter to their exact location, not just the nearest city. Traditional models are limited in scope, leaving gaps in relevance.

Solution: ReelSphere scales hyper-local coverage without needing meteorologists on staff. For example, ReachTV uses ReelSphere to deliver location-specific forecasts across 2,400+ airport gates,¹⁰ keeping travelers informed with accurate updates for both departure and destination. Audiences are also demanding more hyper-localized streaming content.

Myth #5: FAST is a “set it and forget it” content model

Reality: FAST thrives on fresh, snackable content. Outdated material erodes loyalty, while timely, relevant updates keep audiences engaged. With the vast majority of online weather content outdated, maintaining freshness is critical. Success in streaming depends on constant evolution, not a “set it and forget it” strategy.

Solution: ReelSphere enables an always-on strategy. With automated updates and scalable video production, platforms can keep content fresh around the clock to make sure they stay competitive in the crowded FAST ecosystem.

The forecast for FAST

The myths around FAST content keep platforms from tapping into their full potential. The reality is that weather is one of the most trusted, most consumed, and most monetizable verticals in streaming. With personalized weather content powered by The Weather Company, the world’s most accurate forecaster,¹¹ ReelSphere helps broadcasters and platforms fill content gaps, engage audiences, and unlock new revenue opportunities.

Editor’s note: All data sourced from the Weather Means Business report, October 2024, Magid for The Weather Company, unless otherwise noted.

Is your business ready for the new normal of extreme weather? Today’s supply chains face a growing, consistent threat from climate events that are more frequent and severe than ever before. Reacting to a crisis isn’t enough; future-proofing your operations with smart weather intelligence is now a necessity.

New research from The Weather Company Weather Means Business report makes it clear: Businesses must increasingly incorporate weather data for business intelligence into their strategies. Nearly 90% of executives say weather impacts their operations, and 92% plan to increase or maintain their use of weather intelligence. The ability to anticipate and respond to changing weather conditions – both severe and sunny – is no longer just about mitigating risk but creating competitive advantages.

Why businesses are investing in weather intelligence

Weather isn’t just a concern during extreme storms or severe seasonal shifts. Even sunny weather patterns influence supply chains, customer demand, and workforce planning. Businesses that harness weather intelligence can:

• Optimize supply chains by predicting disruptions and improving logistics efficiency.
• Increase revenue by aligning pricing, promotions, and inventory with weather-driven consumer behavior.
• Improve customer experience with more personalized, weather-responsive engagement.
• Reduce financial risk by preparing for weather-related disruptions before they occur.

The data supports this strategic shift. Companies that effectively leverage weather intelligence can achieve revenue increases of 5-10% and substantial reductions in operating costs. Businesses also use AI weather models to improve forecasting accuracy, helping them make faster, data-driven decisions in response to weather risks.

Here are the key ways businesses are leveraging weather data to build a more resilient and profitable future.

Industry-specific applications of weather intelligence

Weather intelligence is transforming industries with data-driven insights. Different industries apply it in various ways, including:

Retail & consumer goods

Retailers and consumer goods companies rely on weather intelligence to plan promotions, manage inventory, and optimize logistics. A sudden drop in temperature can trigger increased demand for winter clothing, while a heatwave can drive higher sales of cold beverages. By leveraging predictive weather data, companies can prepare for these shifts in advance, ensuring they have the right products available at the right time.

Many companies are now integrating weather data applications into their supply chain management and marketing strategies. These tools help businesses predict demand fluctuations, track product shipments, and minimize supply chain disruptions caused by disruptive weather conditions.

Pharmaceutical & healthcare

In the pharmaceutical industry, weather influences everything from manufacturing to distribution and patient care. Temperature-sensitive medications must be transported and stored under strict conditions, and extreme weather events can delay shipments. Hospitals and healthcare providers also need weather intelligence to manage staffing, patient transportation, and emergency preparedness.

With supply chain weather risks increasing due to climate volatility, pharmaceutical companies are prioritizing predictive analytics to avoid disruptions and maintain the timely delivery of essential medicines.

Insurance & risk management

Insurance companies are adapting to rising climate-related risks by integrating weather intelligence into their underwriting, claims processing, and policy pricing. Real-time weather analytics can help insurers anticipate severe weather events and allow them to proactively communicate with policyholders and speed up claims resolution. Using historical and predictive weather data, insurance providers can refine risk models and offer more competitive pricing.

Travel & tourism

Weather conditions heavily influence the travel and tourism industry. Airlines, hotels, and travel agencies use weather intelligence to adjust schedules, reroute flights, and strengthen safety protocols. Delays due to storms or extreme heat can lead to costly disruptions. But, companies anticipating these conditions can manage bookings more effectively and improve customer satisfaction.

Businesses in this sector also rely on weather intelligence to prepare for seasonal weather disruptions. By analyzing long-term climate trends, travel companies can adjust pricing, optimize staffing levels, and create promotional offers tailored to weather patterns in key travel destinations.

The Weather Company APIs: your strategic advantage

The business case for weather intelligence is clear, but how do you turn insight into action? The answer lies in leveraging the right tools. The Weather Company’s weather data APIs provide the powerful, comprehensive, and accurate weather data needed to operationalize weather intelligence across your business.

Our APIs are designed for seamless weather API integration, allowing you to embed real-time, historical, and forecast data directly into your existing supply chain management, logistics, and enterprise resource planning systems. This allows for:

• Proactive planning: Use our suite of forecast APIs to anticipate disruptions weeks or even months in advance. Our AI-driven models, including the Global High-Resolution Atmospheric Forecasting (GRAF) model, provide unparalleled accuracy and resolution, helping you optimize inventory and logistics before a weather event occurs.
• Real-time decision-making: With our Current Conditions, Severe Weather APIs, and Alerts APIs, you can get instant updates on severe weather and other impactful conditions. Real-time insights can allow you to adjust shipping routes, reroute fleets around dangerous conditions, and protect both assets and workforce safety.
• Data-driven optimization: Access decades of historical weather data through our APIs to analyze past trends, refine risk models, and inform long-term strategic decisions. A rich dataset like this helps you better understand the connection between weather and operational performance.

By integrating The Weather Company APIs, you can move beyond reactive measures and build a truly resilient, data-driven supply chain.

The business case for weather intelligence

Companies that fail to integrate weather intelligence into their strategies often operate reactively, responding to disruptions as they happen rather than preparing for them in advance. Such an approach leads to financial losses, inefficiencies, and missed opportunities.

By contrast, companies that embrace AI-driven weather insights can:

• Reduce operating costs by optimizing supply chain routes, avoiding delays, and minimizing waste.
• Enhance marketing effectiveness by aligning campaigns with weather-driven consumer behavior.
• Improve safety and compliance by making sure employees, assets, and operations are protected against weather risks.

The next step: Turning weather data into business strategy

Executives who integrate weather insights into their business models are better positioned to drive growth, manage risk, and improve customer experiences. The latest research from The Weather Company breaks down how businesses across industries are using weather intelligence to gain a competitive advantage.

Download the full report today to explore real-world applications, industry-specific insights, and actionable strategies for integrating weather intelligence into your business.

Fall is officially here, and with it comes our first taste of cool, crisp air and hotly-anticipated pumpkin spice lattes. Have you noticed that these seasonal rites also bring a feeling of optimism and new possibilities? This isn’t a coincidence – it’s a predictable psychological state we call the Creating Mindset.

In a recent, groundbreaking research study with a leading neuroscience firm, we found that pleasant weather triggers this mindset, where people are primed for optimism, discovery, and new experiences. For marketers, this isn’t just a good mood; it’s a golden opportunity to launch products, drive spontaneity, and significantly boost your brand’s ROI.

When the sun is shining and the air is cool, people aren’t just happy; they’re ready to say “yes” to new routines and aspirational purchases.

What is the Creating Mindset?

The Creating Mindset – one of four weather-driven mindsets – is an ideal state for driving consumer action. On sunny days when the temperature, humidity, and wind speed signal fall’s arrival, the brain’s engagement and detail memory centers ignite.

In this mindset, consumers are curious, confident, and motivated to act. It’s an ideal time for campaigns designed to inspire spontaneity. Tailor your campaign to this mindset and you could boost ROI by nearly 20%.¹

How to tap into spontaneity

The Creating Mindset is all about seizing the moment. Introduce something new and bold, tell a positive story, and create memorable brand impressions. Your audience is primed for:

• Product trials
• Product and brand launches
• Conquesting
• Full price or impulse purchases
• Campaigns that inspire and educate

Here’s how to craft a fall campaign that resonates with consumers on a beautiful fall day.

1. Use action-oriented messaging

Conditions are primed for conquesting. Go after new audiences and steal loyalty. Consumers in this mindset are motivated to act. Your messaging should reflect this urgency and confidence. Use phrases that encourage immediate action, such as “Start Your Fall Adventure,” “Try a New Pumpkin Spice Recipe,” or “Refresh Your Wardrobe.”

2. Embrace “fresh start” mentality

Position your product or service as the spark for something new this season. Whether it’s preparing your home for colder weather, starting a new wellness routine, or getting a head start on holiday planning, align your brand with the consumer’s desire for a fresh beginning. This is a prime psychological state for launching products or highlighting new seasonal features.

3. Go bold with your fall creative

Your visuals should reflect the optimism of the season. Use a rich, vibrant color palette. The imagery should evoke a sense of optimism and seasonal beauty. Ads that go bold visually can drive 13% higher visual attention² and 19% stronger global memory,³ as they mirror the consumer’s upbeat emotional state.

4. Forecast your fall funnel with Weather Targeting

Powered by AI, Weather Targeting makes it easy and efficient to align your brand when and where people are primed for your message. As the world’s most accurate forecaster,⁴ we identify the specific atmospheric conditions – like a crisp, sunny autumn afternoon with low wind – that are scientifically proven to trigger a sense of optimism. It’s about more than seeing the season on the calendar; it’s knowing the exact moment the brain is wired to be inspired.

Coffeehouse brand perks up purchase intent with Gen Z

Using seasonal first Weather Targeting solutions, a leading coffeehouse brand connected with consumers when they were most likely to try new products and seasonal flavors.

A harvest of opportunity

Beautiful autumn days are far more than just pleasant weather; they are a predictable psychological forecast for marketers. By understanding and leveraging the Creating Mindset, you can align your brand with consumer optimism and turn fleeting moments of fall beauty into lasting connections and profitable conversions.

The following quotes and insights were featured in a fireside discussion featuring James O’Boyle, Business Development Manager for Flight Dispatch at British Airways. In this on-demand webinar, “How accurate weather intelligence drives airline operational resilience,“ James and other aviation leaders discussed how weather intelligence can help transform aviation operations.

In the fast-paced world of commercial aviation, the difference between reactive and proactive decision-making can mean the difference between seamless operations and costly disruptions.

Operating at British Airways’ massive scale makes weather intelligence crucial. “We’re operating somewhere in the region of about 700 flights per day to about 200 destinations using about 250 aircraft within our fleet,” James explained. “Because of a network of that size, there is always somewhere with a weather disruption.”

This constant exposure to weather events across the globe underscores why accurate forecasting is essential. “Having a more accurate picture really helps us,” James noted. “As airlines, we really want to be able to operate proactively.

Large-scale operations, robust weather intelligence

British Airways’ home base at Heathrow Airport presents unique challenges that require specialized weather intelligence. “British Airways’ home is Heathrow Airport. It’s one of the busiest dual-runway airports in the world running at 99% capacity, and it takes very little disruption for it to have an impact on our operation,” James said.

To address this challenge, The Weather Company provides highly detailed forecasting. “They produce daily forecasts for us of a five-day nature. It’s much more detailed than anything that we’d get from a third-party provider,” James explained. “We’re able to really refine that and look at the impact of wind gusts or visibility or ceiling, whatever it may be, that’s going to cause an impact.” The precision extends to hourly forecasting.

Purpose-built solutions for challenging destinations

Beyond standard weather forecasting, The Weather Company provides specialized solutions for specific regional challenges. James highlighted volcanic ash monitoring capabilities, particularly for Mount Etna in Sicily, which erupts multiple times per year. James also shared the helpfulness of The Weather Company’s bespoke volcanic ash advisories that complement government-issued forecasts. These help British Airways make informed decisions about no-fly zones by combining multiple forms of data to take as much into account as possible.

A single source of truth is critical

When British Airways evaluated weather providers, one criterion stood above all others. “One of the things when we were looking at updating our weather provision, we refer to this as a ‘single source of truth.’ It was basically the number one criteria,” James explained.

This unified approach helps provide operational consistency across all teams. “It’s incredibly important to ensure that our dispatchers and our crew operate to that same source of information,” he said.

The stakes are high when it comes to operational decisions. “Diversions are obviously very costly to airlines, but they’re also very disruptive to our customers, and anything that we can do to ensure a smooth diversion is obviously a massive benefit to us,” James noted.

Real-world impact: IATA Turbulence Aware integration

The true test of any weather intelligence system comes in real operational scenarios. British Airways adopted the IATA Turbulence Aware platform integration in late 2023, and it quickly delivered positive outcomes. James shared a compelling example. On a Johannesburg flight, a dispatcher noticed a red triangle alert in The Weather Company’s flight following system indicating severe turbulence 10-15 minutes ahead on the flight path. “The dispatcher contacted the crew as an FYI about the turbulence event. The crew contacted local ATC, who had only reported light to moderate turbulence,” James explained.

As a precaution, the crew activated seatbelt signs and suspended service. “Lo and behold, when the aircraft got to that point, there was severe turbulence in that vicinity.”

The crew’s post-flight feedback confirmed the system’s value: “Undoubtedly, without the early warning that we gave them, it would have been a much more disruptive event on the aircraft,” James added.

Responsive support when it matters most

In aviation, timing is everything. Beyond standard forecasting, The Weather Company provides rapid-response support for unique situations. James explained, “The reality is it depends as an airline what we’re asking for as to how quickly we can get it, but it’s always been a matter of moments or minutes and it’s never had an impact on our operation.”

This responsive service proves invaluable for unexpected scenarios. “We will regularly ask for ad-hoc TAFs for a destination where the local provider hasn’t provided anything. We may ask for an ad-hoc volcanic ash forecast, for instance. And in each of those instances, we’ve had that come through to us very, very quickly and within the time scales that we need,” he added.

The bottom line for aviation operations

The British Airways experience illustrates a fundamental shift happening across the aviation industry. As James emphasized throughout the webinar, the goal isn’t just reacting to weather events. It’s anticipating them with enough accuracy to make the best decisions for both customers and operations.

The aviation industry continues to face increasing pressure for on-time performance, passenger satisfaction, and operational efficiency. Advanced weather intelligence has become a critical investment for meeting these demands. Airlines that embrace this technology will find themselves better positioned to deliver consistent, safe, and smooth operations — regardless of what Mother Nature has in store.

Ready to see how meteorological expertise from the world’s most accurate forecaster¹ can transform reactive processes into proactive strategies for aviation operations?

Note: This blog post is a general, illustrative guide and not a comprehensive implementation plan. Weather APIs may vary depending on use case, geography, or product configuration. For specific recommendations, The Weather Company is available to assist.

Modern applications must be fast, responsive, and cost-effective – especially as user demand grows. That challenge becomes more complex when real-time data like weather is involved. Developers need smart tools and strategies to maintain performance at scale. The Weather Company offers solutions built for growth and helping teams create a scalable API architecture to meets evolving demands.

Caching turns weather data into high-speed performance

Heavy traffic can slow down an application, especially if it relies on repeated API requests. The Weather Company addresses this with built-in caching mechanisms in every API. Each response includes headers with a Cache-Control → max-age=x seconds directive, clearly stating how long the data remains valid.

Take the Current Conditions API. Its max-age might be set to 600 seconds. That means the app can reuse the same data for up to 10 minutes without making another request. When your application hits a surge in users – say during a major storm – your cache absorbs much of that load, improving response time and lowering costs.

User-driven updates can improve scalable API architecture

Some applications try to predict what users need before they ask. But that often leads to wasted API calls. Responding only when users need new data can be a better method.

Consider lazy loading. If only half of a screen is visible, only that portion should request data. As the user scrolls, the rest can load incrementally. Analytics can also guide optimization. Watching how users interact with your app can help you decide what to prioritize in real time.

Weather data can also be updated for mobile use cases based on specific user behaviors – like a location change, a screen refresh, or an app wake state. Implementing event-driven logic keeps data timely and can minimize unnecessary traffic. The goal is to balance responsiveness with restraint, enhancing API efficiency without taxing backend infrastructure.

This approach can be particularly useful for developers building an API for mobile app environments. A mobile device can store one API response and share it across different parts of the app. A single call powers multiple user experiences, and that’s a huge step forward in performance.

Structured queries can reduce overhead without cutting features

Another tactic for a scalable API architecture is structuring queries in a consistent, efficient way. Even small changes in request formatting can lower cache effectiveness. That’s why The Weather Company recommends standardizing things like case sensitivity and precision.

For instance, when using geographic coordinates, rounding to two decimal places keeps requests uniform, which raises cache hit rates.  In addition, The Weather Company actively rounds geographic coordinate API queries to two decimal places (~every 1.1 km) for our own caching purposes. This means additional precision beyond two decimal places is wasted efficiency and does not result in a higher resolution response.

Here’s a quick example:

A request to /v3/wx/observations/current?geocode=37.7749,-122.4194 may not match a cached result for /v3/wx/observations/current?geocode=37.77,-122.42, even though the data payload would be identical. By reducing variability, developers improve cache utilization and speed up responses – especially at scale.

Less variation can mean more efficient server responses and better performance, even in large-scale deployments. That’s critical when your app may serve thousands, even millions, of users at once.

Scale in action

The Weather Company delivers scalable APIs proven in enterprise environments. Our APIs serve some of the world’s most widely used platforms, including weather.com and mobile apps that reach millions of devices per second. During critical events like hurricanes or major snowstorms, APIs automatically scale in real time to meet demand without breaking service. As the world’s most accurate forecaster,¹ The Weather Company delivers the precision and reliability needed during high-impact events like hurricanes and snowstorms.

Scalability also extends into specialized domains. In aviation, The Weather Company provides live weather data for visualization tools that help guide decisions in the air and on the ground. These applications demand reliability, precision, and uninterrupted access, especially in fast-changing atmospheric conditions.

Other sectors rely on this same stability. In agriculture, for instance, real-time weather data feeds into irrigation planning and crop modeling. Even minor delays or inaccuracies can affect yields, making uptime and freshness of data essential.

Built for developers and decision-makers alike

The Weather Company supports a wide range of technical roles, offering tailored resources that help teams succeed at every stage of API implementation. Backend developers gain access to deep integration guides and robust error handling. Mobile developers benefit from caching documentation and versioning best practices. Meanwhile, product managers and business analysts can use usage metrics and competitive insights to align technical decisions with strategic goals.

For each persona, you’ll find a tailored mix of tools, from detailed documentation and pre-built connectors to API explorers. By understanding the distinct needs of each team member, we help empower developers to build scalable platforms that meet real-world demands.

Next steps for scalable design

Scalability depends on thoughtful choices that balance performance, cost, and user experience – not just backend capacity. We invite you to take the next step with The Weather Company APIs by reviewing our developer documentation or requesting a free API trial. With The Weather Company, developers can build resilient systems that can grow effortlessly alongside their audience. Whether you’re building for smartphones, the web, or the skies above, smart API strategy is the foundation of a seamless experience.

During football season, the most valuable play for marketers comes long before kickoff. It begins with the fan’s planning journey in the weeks, days, and hours leading up to the game.

From choosing what to wear to planning a tailgate, every decision is informed by a powerful and influential force: the weather. For smart brands, these aren’t just gameday details; they’re golden opportunities to connect with a highly engaged audience at their most receptive moments.

The power of planning: from outfit to outcome

This pre-game fan behavior is a consistent and predictable pattern. Consumers are in a distinct “planning mindset” as they prepare for outdoor sporting activities, and they turn to a trusted source, The Weather Channel digital, for guidance. Our data shows that:

This pre-event planning window is a prime opportunity for brands to influence decisions and purchases with relevant, weather-aligned messaging. But that’s not the only opportunity to score.

The ultimate sports marketing play

Let’s take the recent Philadelphia Eagles season opener, for example. We captured digital traffic data from the Philadelphia DMA to The Weather Channel digital platforms³ leading up to, and on, game day. Interest in weather created a surge of audience traffic surrounding this major sporting event. Spoiler alert: It rained opportunity for marketers.

Traffic on The Weather Channel digital platforms saw a significant increase as fans sought real-time updates and game day planning information. Key takeaways:

• Weather is your game day assist: Traffic began climbing around 12 PM, informing game day garb and tailgating options.
• Mother Nature is the MVP for pre-game purchases: We saw 5X higher traffic compared to average during the 5 PM hour as pre-gaming activities peaked.
• A weather delay is “go time” for marketers: In sync with the rain delay call, we saw 4X higher traffic compared to average during the 10 PM hour as fans anxiously awaited the fate of the game.

Why this matters for your brand

This behavior isn’t unique to the Eagles season opener. It’s expected for any major events and activities that are influenced by weather. Consumers will actively seek out information to inform and influence their plans. For marketers, this represents a unique opportunity to:

• Reach a captive audience: The Weather Channel’s platforms aren’t just for checking the forecast; they become a critical tool for decision-making. Of our 130M+ MAUs in the U.S., 81M+ have watched a sporting event on TV in the past year, and 37M+ have attended in person in the last 6 months.⁴ This creates a highly engaged, focused audience that is receptive to relevant creative messaging.
• Align with a trusted authority: The Weather Company is the world’s most accurate forecaster.⁵ Aligning your brand with this trusted authority can help enhance your brand’s credibility and relevance.
• Leverage real-time context: By leveraging real-time weather data through Weather Targeting, you can deliver contextually relevant ads that resonate with the consumer’s immediate needs and mindset.

In the fast-paced world of digital advertising – as in football – timing is everything. Rely on universal and performant weather signals to call the right play.

Key takeaways:  

• The Weather Company’s smart aviation NOTAMs use AI to summarize and group aviation NOTAMs for faster understanding from preflight to landing.  

• The Weather Company is the first and only aviation weather provider to offer smart NOTAMs.
• Pilots and dispatchers gain more clarity and lose less time navigating irrelevant types of NOTAMs.  

• Grouped and prioritized NOTAMs support safer, more confident flight planning across teams. 

For aviation professionals, every minute counts. Yet, the essential task of reviewing Notices to Air Missions (aviation NOTAMs) often becomes a time sink, burying critical updates under a mountain of less relevant and outdated information. This isn’t just inefficient; it’s a significant operational drag that can compromise both flight safety and precious planning time. The Weather Company understands this challenge, which is why we’ve developed smart aviation NOTAMs – a first-of-its-kind feature designed to streamline workflows and cut through the noise.

The hidden cost of NOTAM overload

Aviation NOTAMs are vital, but their sheer volume can be overwhelming. Many have little to no impact on a specific flight plan, yet every single one must be reviewed.

Imagine a busy dispatcher juggling multiple flights, sifting through hundreds of aviation NOTAMs in a single shift. Or picture a pilot already juggling pre-flight checks, weather briefings, and crew coordination. A medium-range flight can generate 30 pages of NOTAMs with 15 notices per page – just three seconds per notice adds up to over 20 minutes. For long-haul flights, briefing packages can exceed 200 pages, consuming even more time.¹ It’s a desperate search to avoid missing a critical detail like a runway closure or a temporary flight restriction. This isn’t just about lost time; it’s about increased cognitive load and the inherent risk of overlooking crucial information during the flight planning process.

Long-haul flights can be impacted by hundreds of aviation NOTAMs

Instantly prioritize critical flight information

Smart NOTAMs from The Weather Company aviation solutions, formerly WSI, help address this significant pain point. Instead of presenting a static list, smart NOTAMs leverage advanced AI and machine learning to detect patterns, summarize meaning, and intelligently highlight priority items. This means the system doesn’t just filter; it understands context.

Notices are automatically grouped by relevance – such as airports, airspace, equipment, and navigational aids – and presented in plain language. This intuitive approach allows someone to quickly scan for important items first, without losing sight of the bigger picture. Understanding the various types of NOTAMs is crucial, and smart NOTAMs bring that context forward automatically.

Available now in Maverick^TM Dispatch, smart NOTAMs are being evaluated for future implementation on both Pilotbrief^® iPad and Web – key tools for pilots in the cockpit and on the go. By integrating smart NOTAMs into both platforms, The Weather Company is building a truly connected experience so that dispatchers and pilots are on the same page with critical information, from initial planning to final approach.

Smart NOTAM flight planning

Designed to match the pace of aviation

Smart NOTAMs were developed with direct feedback from dispatchers and pilots who wanted faster, more relevant insights into aviation NOTAMs. This tool seamlessly fits into existing workflows, delivering better results without requiring new training or creating additional complexity. This innovation is a testament to The Weather Company’s commitment to advancing aviation safety and efficiency through AI. We are proud to be the first and only aviation weather provider to offer this cutting-edge advancement.

With smart NOTAMs, pilots no longer need to scroll through every message to determine which applies, but they still can if needed. Dispatchers don’t have to guess which types of aviation NOTAMs are high risk. The platform prioritizes what matters and presents it in an easy-to-act-on format, while still allowing full access to the original notices.

Dispatchers retain full access to the original notices with Qcode search helping to quickly find NOTAMs of interest

Supporting safer, more informed decisions

Flight planning thrives on accuracy, clarity, and speed. Smart NOTAMs support all three by helping teams focus their time where it matters most. Precious minutes can now be redirected to vital tasks such as reviewing fuel options, rerouting around weather, and coordinating with ground services.

By significantly reducing the mental load of sifting through technical text, smart NOTAMs also help prevent cognitive fatigue. Pilots can focus on core responsibilities instead of decoding each aviation NOTAM line by line. Similarly, dispatchers can manage more flights without compromising on critical details.

In real-world terms, this means teams are better prepared for events like runway closures, lighting outages, or airspace restrictions. Delays and diversions become less likely when everyone has clear insight into what’s ahead.

See the difference for yourself

The Weather Company helps dispatchers and flight crews make faster, smarter choices by significantly reducing the friction in NOTAM reviews. Smart NOTAMs were built to solve a simple but critical challenge: help aviation professionals focus on what matters.

Ready to transform your preflight process and enhance safety? Request a demo today to discover how faster, clearer aviation NOTAM reviews can help improve flight safety and save valuable time.

Key takeaways:

• Real-time weather data analysis offers a privacy-safe alternative to traditional targeting signals in performance marketing.  
• Consumer behavior shifts significantly in response to weather, making environmental cues a powerful tool for campaign relevance.  

• Weather-based targeting increases marketing ROI by aligning messages with real-time conditions that influence consumer actions and drive revenue or reduce waste.

• The Weather Company’s forecast accuracy gives marketers an edge in capturing the precise moments of influence that drive campaign performance.

Performance marketing is moving fast. With new tools, stricter privacy rules, and evolving consumer habits, brands are evolving how they connect with people. Marketers now face a tricky balancing act: delivering personalized campaigns while respecting consumer privacy. As third-party cookies become unstable and other signals prove unreliable, the search for powerful alternatives is on. So, where can you find the next durable signal to fuel your performance marketing strategy?

Performance marketing success hinges on precision: the right message, to the right audience, at the exact moment they’re ready to convert. Performance marketers need reliable signals that can drive campaign optimization without compromising user privacy.

The answer might be simpler than you think: Look outside.

Environmental conditions are some of the most predictive yet underutilized signals in performance marketing strategies. Unlike demographic or behavioral targeting that relies on historical data, Weather Targeting taps into real-time intent signals that directly influence purchase decisions.

Turn the forecast into a competitive advantage

It’s one of the most reliable truths in human behavior: The weather outside dictates our decisions. A sudden heatwave doesn’t just change the temperature; it immediately shifts search volume, increases mobile engagement with cooling products and activities, and drives urgent purchase behavior. This creates optimization opportunities that traditional targeting methods simply can’t capture. It’s not just an observation — it’s the science of weather-based marketing.

Through detailed Weather Targeting, brands can move beyond reactive messaging and start shaping demand. The Weather Company provides the tools to do exactly that, offering a rich spectrum of performance-driving signals:

• Current & forecasted data: Allows you to react in the moment or, even better, activate a campaign just before a weather event hits. Imagine launching a swimsuit sale before a warm spell arrives, reaching buyers right as they start dreaming of the sun.
• Seasonal & relative signals: Go beyond the immediate forecast. You can target based on unseasonably warm winter days (a perfect cue for iced coffee promotions) or the first signs of spring allergies (a key moment for pharmacies).

Using this multilayered data, you are no longer just guessing what your audience needs. You can anticipate their behavior, fine-tuning campaigns to reflect their real-world environment. Imagine layering predictive pollen-level data on top of your first-party CRM data to engage customers who buy allergy medicine. It’s how you stop reacting to the market and start predicting it, all guided by insights from the world’s most accurate forecaster.²

Optimizing campaign performance with weather intelligence

Real-time bid optimization

Weather targeting enables automatic bid adjustments based on environmental conditions. When temperatures spike, your cooling product campaigns can increase bids automatically, capturing high-intent traffic before competitors react. Conversely, when conditions aren’t favorable, budgets can shift to better-performing segments, maximizing overall account efficiency.

Attribution window alignment

Weather events create compressed attribution windows – consumers move from awareness to purchase much faster when environmental factors drive immediate need. Performance marketers can adjust their attribution models to capture weather-influenced conversions that might otherwise be missed in standard 7- or 30-day windows.

Audience expansion at scale

Traditional lookalike audiences rely on past behavior, but Weather Targeting identifies prospects based on current environmental conditions that drive similar purchase intent. This creates scalable audience expansion opportunities without requiring additional user data.

These capabilities give marketers the precision and adaptability needed to increase marketing ROI across every weather-influenced touchpoint.

From insight to action: Activating your weather strategy

The true power of weather intelligence lies in its seamless integration across your marketing ecosystem. Smart weather data analysis reveals patterns in consumer response that traditional demographic insights often miss. The benefits of real-time data are most apparent here; this isn’t a siloed performance marketing strategy but a dynamic layer of insight that amplifies the channels you already use:

• Programmatic integration: Weather signals can activate across display, video, and social platforms simultaneously, allowing for consistent messaging while optimizing budget allocation in real-time across channels.
• Cross-channel orchestration: A single weather event – like the first 90-degree day of the year – can trigger coordinated campaign adjustments across search, social, and programmatic channels, with automated budget shifts toward the highest-performing placements.
• Performance measurement: Weather data provides clear test-and-learn frameworks. Compare campaign performance during similar weather conditions to isolate the incremental lift from Weather Targeting, building proof of concept for broader implementation.

Getting started is fast and frictionless

You can activate weather-based campaigns instantly through programmatic ad buys and APIs with partners like Salesforce and Meta, or by using Deal IDs in your DSP. This allows you to enhance your existing first-party data with powerful, real-world context. Imagine a customer in your CRM who previously bought hiking gear; you can now automatically send them an email about trail-ready apparel the moment a perfect weekend forecast appears.

This entire process strengthens your performance marketing strategy without complexity or compliance headaches. By layering weather signals onto your campaigns, you achieve powerful relevance and scale without ever relying on sensitive personal data.

Your foundation for a smarter tomorrow

Performance marketing strategy depends on data accuracy. The Weather Company’s proven forecast accuracy³ gives performance marketers confidence in their optimization decisions, reducing wasted spend on incorrect predictions while maximizing budget efficiency during actual weather events.

The future isn’t about relying on a single signal, but about creating a richer consumer context. The true innovation lies in how weather intelligence enhances other data sources. This fusion of environmental and personal data is where marketing becomes truly predictive.

The question isn’t whether weather affects your audience – it’s whether you’re optimizing for it.

After a summer that kept many of us reaching for the A/C, there’s a collective anticipation in the air. Will fall bring the relief we crave, or will record-breaking weather patterns continue to influence our daily lives? For marketers, this isn’t just about personal comfort; it’s about unlocking crucial insights into audience behavior.

In today’s attention-scattered marketplace, timing is everything. Finding the right moment to connect with your target audience can make your brand impossible to ignore. What if your fall marketing strategy and campaign could tap into the perfect timing shaped by something as universal yet dynamic as the weather?

The 2025 fall outlook: What marketers need to know

Forecasts aren’t just daily updates — they’re profound influencers of mood, mindset, and motivations. That’s exactly why staying ahead of consumer behaviors and weather trends matters so much.

Looking ahead to fall 2025 weather predictions: Early forecast indicators suggest that above-average temperatures will dominate most regions. The impact of these changes matters for every brand marketer and media strategist.

What makes these early forecasts so essential for your marketing strategy? For starters, these shifts in temperature, precipitation, and air quality directly influence people’s daily routines and purchase decisions. Imagine:

• Lower humidity levels that intensify allergens — signaling purchases of allergy, cold, and flu treatments
• A prolonged warm spell delays purchases of fall back-to-school apparel
• An early frost that drives key pre-game planning decisions for football fans (hats and hand warmers, anyone?)

When accuracy meets opportunity

The Weather Company is nearly 4x more likely to be the most accurate forecaster than the next closest competitor.1 It’s this precision — combined with advanced AI and deep behavioral insights — that delivers the most actionable intelligence for marketers. As a result, you can meet people exactly when the weather influences their daily decisions and behaviors. And naturally, this helps your message resonate when it matters most, ultimately driving more incremental success and positive outcomes for your campaigns.

Fall marketing strategy: How does weather influence industries?

Weather influences what people feel, try, and buy — opening up exciting possibilities for businesses. Explore how fall’s weather patterns can enhance your seasonal marketing strategy:

Fall health and wellness: allergy, cold, and flu season

Fall allergens like ragweed and mold thrive under specific weather patterns, amplifying  symptoms and driving demand for relief products. Meanwhile, cooler temperatures and lower humidity create ideal conditions for viruses to spread, marking the start of cold and flu season.

Back-to-school fall marketing strategy: Weather drives a second wave

Beyond the initial back-to-school rush, weather creates predictable shopping patterns, with sunnier days driving in-store traffic and inclement conditions prompting shoppers to go online. Discover how to align your marketing mix with weather signals that send shoppers to checkout.

Football and weather: A game-winning connection for fan engagement

For sports fans, weather isn’t just small talk. Wind, temperature, and precipitation impact everything from gameplay to betting decisions to fan experience —  from regular season all the way into the playoffs, even when games are held indoors.

From forecast to conversions: your fall weather marketing roadmap

Ready to transform your marketing as temperatures fluctuate and seasonal routines shift? That’s where we come in: The Weather Company empowers brands to connect with people at the most relevant moments. Whether it’s ragweed season or the first cold snap, your brand message will reach people exactly when fall weather influences their purchasing decisions.

Transform weather into your advantage for fall marketing campaigns with these weather-driven advertising solutions:

• Reach audiences on The Weather Channel Digital: Connect with 330M+ global monthly users5 through premium advertising experiences and high-impact creatives that deliver contextually relevant messages during fall planning routines. Our platform goes beyond the forecast to offer personalized tools, such as Allergy and Cold & Flu Forecasts. These experiences naturally integrate brands into daily health decisions when audiences actively search for trusted solutions. This strategic placement drives real-time brand awareness, purchase consideration, and action.
• Enhance relevancy and efficiency with scalable weather data across the digital ecosystem: Our advanced Weather Targeting, powered by AI-driven technology, helps align your messaging with local weather patterns. We analyze the impact of real-time and forecasted conditions on people’s emotional responses, activities, and purchasing behaviors. This intelligence helps brands activate campaigns when fall weather creates the most receptive audience mindset. This precision approach drives higher engagement, increased conversion rates, and more efficient ad spend for your fall marketing channels.

Time to weather-proof your fall marketing campaigns

When it comes to your fall marketing strategy, don’t let valuable marketing moments pass you by. While fall brings constant change, there’s one key to understanding shifting audience behaviors. Weather.

As the days grow shorter and fall patterns begin to emerge, something else is shifting too — the impact of weather on health. Fall isn’t just pumpkin spice season, it’s also sneeze and sniffle season, creating prime marketing moments for health and wellness brands.

Weather is the key to connecting your health and wellness marketing strategies with customers’ real-time needs. When that first cold snap hits and ragweed counts climb, people don’t just reach for their sweaters — they reach for relief.

How can brands use fall weather patterns to improve health and wellness marketing?

There are new trends in pharmaceutical marketing each year, but one constant remains: seasonal weather and behavior are inextricably linked. Understanding these weather-driven behavior patterns isn’t just clever marketing — it’s a strategic must-have. With insights from the world’s most accurate forecaste1 marketers can meet people exactly when they need you most. When planning fall marketing campaigns, health and wellness brands can leverage these seasonal shifts into precisely timed opportunities.

Distinct weather factors driving fall allergy season

Ragweed rebellion

Ragweed is fall’s most prevalent allergen, triggering seasonal health issues in 75% of allergy sufferers.⁷ When autumn weather turns dry, ragweed plants activate a survival response. During these times, they release massive amounts of pollen that can travel hundreds of miles on wind currents. As a result, dry, windy fall days can create widespread allergy conditions affecting millions of people.⁸

The mold multiplier

Mold thrives in fall’s damp environments, growing on soil, leaf litter, and decaying plant matter. Fall weather creates a perfect cycle: wet periods encourage the growth of mold. Later, dry spells trigger massive spore release into the air. This wet-dry pattern, combined with naturally dying and falling leaves, prolongs allergy symptoms throughout the entire fall season.⁹

Allergy forecasting yields actionable insights

A leading nasal antihistamine spray reached people who turned to The Weather Channel’s allergy forecast. Using AI predictive modeling, weather and anonymized health claims data were translated into actionable insights. People were empowered to understand their local allergy risk up to 15 days in advance. This enabled this brand to garner strong brand favorability and purchase intent.

From spring’s pollen peaks to fall’s ragweed and mold surge, weather intelligence keeps you connected with allergy sufferers year-round. Weather-driven patterns create predictable customer moments. That’s when your target audience actively seeks relief products.

The chill factor: How cold weather fuels viral spread

Fall’s cooler temperatures and lower humidity create ideal mixes for cold and flu viruses to thrive. Under these conditions, viruses become more stable and transmissible. Cooler temperatures also cause people to retreat indoors, where viruses are more likely to spread.12 This explains why cold and flu sufferers use weather to guide their medication purchases.

As cold and flu season intensifies through winter, discover how to winterproof your health and wellness strategies.

Predicting cold & flu proves successful

A global flu vaccine leader combined weather data with anonymized health claims to reach at-risk audiences across the digital ecosystem with flu vaccine ads 14 days before local flu risk spiked.¹⁵ It’s perfect proof that timing health messaging with weather insights drives real business impact:

Chloraseptic reached parents on The Weather Channel digital properties during peak moments of relevance by targeting weather conditions that drive sore throat symptoms. They also retargeted users who engaged with the Cold & Flu Forecast, which utilizes AI to predict flu risk 15 days in advance. The results:

Seasonal shifts, strategic marketing opportunities

Fall’s weather patterns create predictable moments when people turn to health solutions — from ragweed surges to peaks in viral transmission. Now is the time to transform your health and wellness marketing strategies for greater impact. The Weather Company’s advertising solutions boost brand relevance and efficiency when those critical, seasonal health decisions matter most. And that’s a pattern marketers can never overlook.