While the 71st year of the Cannes Lions Festival of Creativity is officially in the rearview, the excitement and inspiration are still very much alive at The Weather Company. And right now, it’s clear the industry sits at a pivotal moment, with weather data and insights as key elements to its great potential.

From driving creative momentum, to bringing a renewed vigor and commitment to innovation and positive change, weather was a topic of many conversations, meetings, and thought leadership sessions. Our single takeaway: Weather data is no longer “nice to have” but a “must have” for understanding consumer behaviors and motivations, making more informed business decisions, and delivering action against our changing climate, for the back half of the year and beyond.

For some brands and businesses, a weather strategy may already be part of your broader marketing strategy; for others, it may be a new, innovative approach. Regardless of where you stand, here are three need-to-knows from this year’s Festival, brought to you by your Chief Weather Officer.

1) No cookies, no problem…for these brands

_{Randi Stipes, Chief Marketing Officer, at Little Black Book & Friends Beach and The Marketing Academy Villa stages}

Data signal loss with cookies eventually going away has been an on-going topic in many Ad Tech circles and programming, and this year was no different. While the industry waits for cookies to fully deprecate, many brands and marketers are focused on defining their first party data and audience strategies, understanding clean room solutions, and adopting alternative privacy-forward data signals. Regardless of Google’s timeline, weather data has long served marketers in driving business growth while protecting consumer privacy.

This year, we partnered with four leading brands — Milk-Bone^®, Chloraseptic, EcoFlow, and Tyson Foods — to showcase the value of a weather strategy. We call them the ‘Rainmakers of Marketing,’ smart brands that understand the deep connection between weather and consumer behaviors, moods, and motivations and are winning within their categories, in large part by leveraging weather to supercharge their campaigns. Our partnership with Milk-Bone, Chloraseptic, EcoFlow, and Tyson Foods were on display 24/7 across three digital out-of-home billboards along La Croisette (because Cannes Lions is the greatest opportunity to display OOH, of course). If you missed them, check them out here.

Rainmakers of Marketing poster art showcased in The Weather Company meeting suite at MediaLink Beach (L to R): Milk-Bone^®, Chloraseptic, EcoFlow, and Tyson Foods

_{Sheri Bachstein, CEO, at The Haven x HUMAN and MediaLink Beach stages}

2) AI: moving from conversations to commitments

Last year, the conversation around AI took on a very different look. Across the Festival mainstage and along La Croisette, creatives, agencies, brands, publishers, and creators were discussing AI’s advantages and disadvantages, debating how human creativity and thinking would play alongside the latest advancements and detailing how it would improve efficiency, performance, and outcomes across the advertising landscape. This year, those conversations shifted from ideation to application.

For The Weather Company, AI has long been foundational to our business. As the world’s most accurate forecaster,¹ we combined AI, advanced weather science, and technology with human expertise to keep consumers informed, whether it’s how to dress for cooler-than-average temps at this year’s Festival or preparing for the most active Atlantic hurricane season (which is happening right now). Our deep expertise in AI doesn’t stop there. This June, we introduced the broader market to The Weather Engine™, a data and insights platform built on AI based multivariate models aimed to deliver deeper insights and visualizations on the impact of weather with zip code level precision. While there’s immediate benefit for advertisers when it comes to media activation and targeting, the real magic happens when we partner to create bespoke insights through the application or Machine Learning and AI against first party, third party, and other actionable data sets, specific for businesses and KPIs across advertising, marketing, and the entire enterprise.

Read how SC Johnson’s Off!^® brand, America’s #1 trusted Insect Repellent brand in 2024, is finding success with The Weather Engine.

_{Cannes Lions Mainstage with Randi Stipes, Chief Marketing Officer}

3) Weather: no longer small talk

From Sustainable Development Goal Lions, to reducing both waste and carbon emissions associated with the event, sustainability and climate continued as a core theme at this year’s event. The advertising industry, and the marketers behind the brands, sit in a unique position to shape public behavior and drive action, and that’s exactly why Cannes Lions was the perfect stage to proclaim the reality of changing weather and influence collective climate action — helping create connections between the weather and all aspects of human well-being.

We were honored to bring ‘Weather Kids,’ our joint campaign in partnership with the United Nations Development Program and the World Meteorological Organization, to the Cannes Lions mainstage. The conversation centered on a projected forecast for 2050, and how it might change depending on the climate actions we take today. Missed this session? If you have a Cannes Lions pass (physical or digital), you can watch it on demand, or read the ungated abridged version in the Cannes Lions Daily. Either way, be sure to take the two minute action of signing the pledge on behalf of the kids in your life to change the future for the next generation.

_{Cover image of Lions Daily News featuring ‘Weather Kids’ campaign}

_{‘Weather Kids’ campaign banner hanging inside the Palais des festivals}

Whether you attended the Festival or not, we’ll leave you with one final note, or perhaps action…

You either develop a weather strategy…or a strategy for defending why you didn’t develop a weather strategy. We’re here to help with the former.

Consider us your Chief Weather Officer.

Editor’s Note: Welcome back to The Weather Company’s Forecast Multipliers series, where top marketing leaders share career advice, a POV on hot topics in their category, and how to build a successful weather strategy.

Durable. Reliable. Loyal fan base? STIHL Inc. is known for their outdoor power equipment, but also for their ongoing commitment to innovation and quality, making them a preferred choice for both pro landscapers and homeowners alike. But, it’s their approachable, community-driven, and informative social channels that keep the audience engaged — coming back for insights and advice, over and over again.

With over a decade of experience at STIHL Inc., Les Robinson is a seasoned social media and content management leader at the company. We met with Les to explore his career journey and hear his take on the evolving landscape of digital marketing. His narrative provides a compelling look into the world of social media and its transformative impact on marketing strategies and community engagement.

Turning personal passion into professional prowess

Les began his journey into social media years before mass adoption of today’s ubiquitous channels. In fact, he started his career in media, where he leveraged burgeoning online platforms to source stories for TV news. An early adopter of internet technologies, his knack for embracing what’s new paved the way for his transition into content management and ultimately led him to STIHL Inc. in 2011. “It’s been fascinating to watch social media evolve from an afterthought to a crucial marketing tool,” he shares. Another thing that connected Les to STIHL Inc.? His personal love for the brand. As a longtime user of their products, he notes that “walking through those doors everyday…it’s still pretty surreal to me.” He adds:

Fail quickly and keep moving forward

Reflecting on his long tenure in social media, Les underlines the importance of adaptability. “Things change, and that’s okay,” he says, noting the fast-paced nature of social media requires marketers to be flexible and open to learning what’s next. He adds, “When you embrace failure as a step towards success, the best ideas often emerge from a series of less successful attempts.” Marketers have to “be okay with that, adjust, adapt, and keep moving forward.” Here’s what he would have told himself thirteen years ago before beginning at STIHL Inc.:

Core values at the forefront of community

At STIHL Inc., Les’ role centers around not only building, but nurturing a community of loyal fans. “For me, it’s really about the community,” he explains. “I come to work every day and try to find ways to best serve them.” This community-centric approach is woven into the fabric of STIHL Inc.’s marketing strategy and identity, reflecting what the brand is known for: reliability, dependability, and power. Hear more on how STIHL Inc. connects their community and captures critical feedback through the power of social:

A match made in nature

One of Les’ key strategies: the use of weather data in marketing.

STIHL Inc., as an outdoor power equipment manufacturer, naturally looks to align marketing efforts with weather patterns. “Our product sales literally revolve around weather,” he notes. By partnering with The Weather Company, STIHL Inc. provides timely and relevant content to its customers, deepening their connection to the brand, by advising on storm preparation or suggesting the best time for DIY projects. Hear more on STIHL Inc.’s weather strategy:

Keeping it simple: Customers at the center

Two cornerstones of STIHL Inc.’s weather strategy are simplicity and customer focus. When it comes to leveraging weather, Les advises marketers to simplify their strategies — clear, easy-to-process content is more effective in achieving desired results. “If viewers have to spend too much time figuring out what the message is, they’ll just move on to something else.” He acknowledges simplicity can be challenging, especially when dealing with robust technology. “Convincing people that a basic idea is worth pursuing is one of the hardest things to do,” he admits. However, he believes simplicity in communication ensures that the message is received and the content serves its purpose, commenting:

Beyond simplicity, Les stresses the importance of keeping the customer at the center of all marketing efforts — weather-driven or not. “Figure out how your marketing strategy can benefit the end user versus just serving your purposes,” he advises. By starting with what the end-user needs from the brand or product, marketers can develop strategies that accomplish their goals while also serving the customers’ interests.

Memorable content is king

Les also reflects on the most impactful projects he’s worked on. He highlights “surprise and delight” initiatives aimed at rewarding loyal fans. “How do we surprise passionate fans in a way that they’ve never seen any brand surprise them?” he muses. This focus on creating memorable experiences underscores STIHL Inc.’s commitment to its community and its innovative approach to marketing.

Finally, Les speaks to what he views as the most valuable content STIHL Inc. creates – impactful content that serves both a business purpose and a community purpose: 

Through all his insights, Les paints a picture of a dynamic and evolving field where adaptability, community focus, and innovative use of technology are strokes to success. Among other things, his journey at STIHL Inc. serves as a testament to the power of social media in creating strong, engaged communities and driving lasting business growth.

The Weather Company and SkyPath partnership keeps growing stronger with the rollout of new features into both Pilotbrief and Fusion products. These enhancements help air carriers tap into SkyPath’s crowdsourced turbulence data, so they’re better able to predict, prevent, and mitigate the impact of intensifying clear air turbulence.

The growing challenge of turbulence

Recent studies tell us severe clear air turbulence (CAT) has jumped by 55% in the last 40 years due to intensifying climate change.¹ This rise in turbulence adds up to more injuries to passengers and crew, as well as costs for things like injury damages, aircraft maintenance, and fuel consumption.

SkyPath integration with Pilotbrief and Fusion

Not only does the partnership produce live, crowdsourced turbulence data, it offers airlines the tools they need for an impactful turbulence mitigation strategy. In 2023, SkyPath observed 1.4 billion turbulence reports, so integrating this data into existing EFB and dispatch solutions can equal significant results. The integration of this data set within the TWC suite of aviation products will allow airlines to quickly obtain the best situational awareness possible for efficient and decisive decision making.

Looking at five years of real-world air carrier data—over one million flights—clearly shows that data-powered solutions can reduce turbulence-related injuries to flight attendants by 40-50%, and mean cost savings of close to $10M per year from injury damages alone.²

Features for a smoother and safer journey

SkyPath’s real time data set matched with Fusion’s manage-by-exception workflow enables teams to focus on upcoming impacts to flights. Pilotbrief and Fusion put timely, accurate turbulence data into the tools pilots and dispatchers use daily. To be or not to be seated: they’ll get live notifications of upcoming turbulence, which makes them better equipped to plan and react in real-time, like turning on the fasten seatbelt sign in advance or navigating around turbulence.

Users can also view SkyPath turbulence reports inside a vertical profile, which makes navigating through turbulence at any stage of the ride simple, intuitive, and best of all, safe.

AI + machine learning = a new frontier for ride quality

SkyPath covers 100% of the globe with its AI-based turbulence forecast (“Nowcast”) which boasts an impressive 90% accuracy. It’s no doubt a game-changer, connecting real-time turbulence observations by the SkyPath iPad algorithm with meteorological parameters, and advanced machine learning to predict short-term turbulence for up to six hours. The combination of SkyPath’s data with TWC’s GRAF turbulence forecasting allows for a unified picture of turbulence risks associated with safe travel.

To learn more about SkyPath’s integrations with Pilotbrief and Fusion, register today for our joint webinar, July 11, 10 a.m. EST.

It’s peak season in the south of France, a time when the region sees a population surge from local beachgoers and summer tourists alike. Meanwhile, the leaders of the advertising industry make their annual pilgrimage for a different reason entirely: the Cannes Lions International Festival of Creativity.

It’s an event where Mother Nature has taken center stage recently–delivering everything from high winds and rough seas, to a record-setting summer heatwave and unseasonal torrential rain. Weather influences nearly everything—your packing list chief among those things, perhaps, but if that’s the only thing weather is informing, respectfully, you’re doing it wrong.

Globally, weather is increasingly erratic and pervasive every year. As changing climate makes weather more volatile and impactful, every business needs a weather strategy rooted in weather intelligence. A smart weather strategy enables you to:

• Understand and predict consumer behavior with greater accuracy
• Mitigate risk and gain competitive advantage
• Gain efficiency across the enterprise

Through 40 years of weather science expertise, we’ve gained a deep understanding of consumer behavior, actions, and mindsets. And for marketers, that means we’re able to take that forecast data and derive insights to enable smarter, faster business decisions, for both marketing and enterprise-wide needs.

In this piece, you’ll find the weeklong forecast and more. We’ll delve into weather’s impact on the Festival, emerging trends, and anticipated highlights–including key sessions and speakers that, much like Mother Nature, are poised to make waves this year.

Cannes weather: Memorable moments, the 2024 forecast, and summer solstice

When it comes to outdoor events, weather can make or break the entire experience, and Cannes Lions is no exception. Weather plays a crucial role in influencing attendance–and inclement weather can certainly dampen spirits, reduce audience, and even lead to cancellations, while pleasant conditions multiply engagement and enjoyment.

In the last two two years alone, we’ve seen more extreme weather than is historically seasonal.

• 2022: A one-two punch of rain and heat
  If you attended the Festival two years ago, you undoubtedly recall the three days of significant rain that fell in central Cannes and created a slew of challenges for outdoor venues and temporary festival builds along the beach. That same year, despite rain, temperatures soared to real-feel temperatures in the low 90s. The summers have been getting hotter and hotter recently in southern France, so the average maximum temperature is now 3.6-5.4°F higher than it was 30 years ago.
• 2023: Strong winds and rough seas
  Last year, it was high winds that sent weather reverberations across the Festival. Increased wave activity made for high swell that impacted yachting, and one particularly treacherous trip to Monaco made by sea (IYKYK). Out on the beach, gusts upended umbrellas and tore off temporary roofs on event spaces along the Croisette; public safety concerns like flying debris caused some venues to be forced to shut down temporarily.

Your 2024 forecast

Wondering what the memorable weather moment of 2024 will be? You’ve come to the right place.

So far in June this year, the hottest day was this past weekend on Saturday, June 8, reaching 88.52°F.  There has been virtually no precipitation in Cannes so far in June. That warmth though was brief. May to June so far has seen cooler than normal temperatures at times where all the extreme heat has been concentrated over Southeastern Europe, reaching the 100s recently with 112.64°F recorded in Antalya in southern Turkey on June 6.

For the week of the festival in Cannes, we’re very unlikely to see any extreme heat. In fact, this year could be more like 2014 and the coolest for the past 10 years! Even still, given the unrelenting sun and countless trips up and down the Croisette, it’s bound to feel warmer. Sunscreen, hat, and comfortable shoes remain a must.

Will it rain? Maybe. Current forecasts suggest Wednesday, June 19, has a good chance of showers and maybe some thunderstorms. There’s greater uncertainty in the forecast Wednesday onwards as a sharp trough and low pressure moves west across western and central Europe. Our mets have high confidence Sunday to Tuesday will be fine but it’ll turn a lot more unstable from Wednesday. Since the weather system is moving from the west/northwest, Cannes is nicely sheltered so the shower and thunderstorm risks are lower than a little further inland and any showers should be isolated and Cannes just might miss them all together.

But should you pack an umbrella? Yes. There are signs a “wave” may develop over the western Mediterranean slowing the westerly progress a little, but resulting in a larger area of rain and thunder that may head across SE France and Cannes Thursday night to Friday. So, lots to watch out for later next week. Will Cannes escape dry or get a deluge? We’re hoping for the former. The middle to end of next week may see the highest wind gusts too, so some interesting weather to watch for out on the water.

While you’re on the ground, we’re bringing you the real-time forecast all week long from three digital billboards in the heart of the Festival. When you’re away from La Croisette, stay up to date with The Weather Channel app.

Summer solstice

While all days during the Festival feel long, Thursday, June 20, is indeed the longest day of the year. Summer solstice falls during Cannes Lions each year. The solstice, an astronomical event, coincides with a new meteorological season too: the start of summer. Since prehistory, the solstice has been a significant time of year in many cultures and has been marked by festivals and rituals. Many of these annual cultural festivities center not only on celebrating the sun’s light, but the light within people and belief in energetic shifts that reignite and inspire creativity. Pretty apropos!

Scientifically speaking, it’s when Earth’s axial tilt toward the sun is at a maximum point for the year, resulting in extended daylight and in turn…the longest day of the year. Practically speaking? We’re in for a sun-drenched Festival and some particularly majestic late-evening sunsets.

The broader forecast: What’s new and can’t-miss content

The Festival, too, is changing in tandem with our physical climate. Like our world, the broader advertising ecosystem is facing accelerative winds of change that, while predictable, are increasingly disruptive to the status quo. Amidst headwinds like the crumbling cookie and tailwinds like AI, make no mistake about it: the Festival is growing. 

If you’re reading this, you’re very likely a Cannes veteran, so we’ll cut to the chase of some of the biggest changes you can anticipate this year:

• Yacht Row | Vieux-Port is partially under construction. Yacht Row remains open but with fewer berths–around 30 boats will host meetings and programming this year.
• A growing fringe footprint | Supplemental programming has exploded. The aggregate fringe program has been anecdotally reported at an estimated 700 satellite events this year.
• Year 2 of Brand Village | The new neighborhood on the official program has expanded in its sophomore year and moved inside the Festival perimeter, in a move to draw higher brand marketer attendance.
• The launch of LIONS Creators | As Creators become an increasingly important cohort for marketers, the festival has formalized a program to get them to Cannes. The 6th floor rooftop of the Palais will play host to ‘Creators HQ.’

Content forecast

Every year, a handful of themes reign supreme in the conversations held at Cannes Lions. Last year there was a single topic that permeated every discussion and sat indisputably in the top spot of every buzz list: AI.

But in Cannes annually in the third week of June, Mother Nature isn’t the only one blowing hot air. This year AI will retain its dominant share of Festival chatter, but we hope and expect to see the conversation progressed beyond nascent vision setting and hype, moving instead into the more pragmatic realm of the problems AI solves through to what implementation and adoption looks like for brands.

Other key topics include the influence of culture and creators, as well as sports and the opportunity for brands to tap into those engaged fandoms. Pressing topics like DEI and sustainability will get more practical and less performative. And finally, cookie deprecation and signal loss, as well as a larger conversation around consumer privacy concerns, will continue to loom large as marketers navigate the seismic paradigm shift in targeting.

At the end of the day, creativity will be the throughline of all programming, with an eye towards how it can power brands’ staying power and drive business growth amidst economic uncertainty.

Recognizing weather’s influence is only growing, these are your top, not-to-be-missed sessions: 

On Leadership, Purpose & Values

MediaLink Daily Double Programming | MediaLink Beach
Monday, June 17 | 4:30 p.m.

Speakers:

What Will the Weather Forecast Be In Cannes in 2050?

Cannes Lions Mainstage | Debussy Theatre, The Palais
Wednesday, June 19 | 10:45-11:15 a.m.

Speakers:

Key weather insights and tips: What to know to navigate the weather like a pro

The weather will likely impact your Festival experience, so here are some top tips to help you stay prepared and thrive–rain or shine.

1. Hydration

• Did you know? Our bodies are about 60% water, and heat amplifies how quickly we lose that water through breathing and sweating. You can lose up to half a gallon of water in a couple of hours in very hot conditions, and dehydration can occur in as little as 30 minutes. 59% of health-minded consumers use weather information to increase hydration as a preventative measure to manage their health condition or symptoms (Source: Weather and Health Impact Study, March 2024), as dehydration can exacerbate chronic pain and headaches.
• Pro tip: Target drinking a gallon of water a day in hot temps, especially if you’re indulging in the rosé which flows throughout the festival. Just like the heat, alcohol can also accelerate dehydration. Pack a reusable or recyclable water bottle; you’ll find water refill stations throughout the event.

2. Humidity

• Did you know? In combination with hot temps, increased humidity makes it harder to cool off because the body does so through the evaporation of sweat, which is hindered in muggy conditions.
• Pro tip: Wear lightweight, breathable fabrics in light-colored hues. Choose fabrics like cotton, linen, and moisture-wicking synthetics that allow your skin to breathe and moisture to evaporate. Light-colored clothing reflects sunlight rather than absorbing it, which helps keep you cooler.

3. Sun exposure

• Did you know? In June, the average high temperature is 74.8°F, but the French Riviera sun is especially strong. In France, climate change has caused some of the greatest annual temperature increases registered in any country in Europe.
• Pro tip: As you traverse the Croisette multiple times a day, and sit for your outdoor meetings, sun protection is especially key. Wear sunscreen, and don’t forget to reapply throughout the day. While any sunscreen is superior to none at all, you may want to procure your SPF from a local French pharmacy. Sunscreens available in the EU are often considered superior to those in the United States due to stricter regulations and more advanced formulations. The EU has approved a wider range of UV filters, allowing for more effective and broad-spectrum protection. Speaking of, a hat for personal shade adds another layer of protection!

4. Sleep 

• Did you know? Achieving the ideal sleep state requires lowering both core and brain temperatures by approximately 2-3°F. In higher temperatures, melatonin production that induces sleep is disrupted (Source: Healthline). Individual preferences vary, but the optimal temperature for sleep is 65°F.
• Pro tip: This can be tough to accomplish as, depending on your accommodations, air conditioning that allows for precise climate control isn’t the norm in the South of France. Open your windows to let in the overnight Riviera breeze, or pack a small fan or cooling eye mask–you’ll fall asleep faster and have a more restful slumber.

Stay in the know. Much like our industry, the forecast is increasingly dynamic. Be sure to download and regularly check The Weather Channel app for the very latest forecast to help you navigate the week in Cannes.

Travel safe and we’ll see you soon,

The Weather Company
Consider us your Chief Weather Officer

Editor’s Note: Welcome to the first installment of The Weather Company’s Forecast Multipliers series, where top marketing leaders share career advice, a POV on hot topics in their category, and how to build a successful weather strategy.

When you think of e.l.f., what comes to mind? Perhaps it’s their accessible, often viral products for every eye, lip and face. Or, maybe you envy their relevance with Gen Z, fueled by witty social campaigns like the recent collaboration with buzzy brands and celebs like Liquid Death or Jennifer Coolidge (#dolphinskin).

However e.l.f. pops for you, one thing is clear: they’ve figured some things out in the marketing department. We sat down with Patrick O’Keefe, VP of Integrated Marketing Communications, for a candid conversation on his career and time at the cosmetics leader. Leading a dynamic team in paid, earned, and owned media, as well as immersive, experiential, and entertainment marketing, Patrick’s journey is filled with unexpected turns and rich experiences, offering valuable insights into the beauty industry and beyond.

From Mickey to military

Patrick’s professional journey began with a Disney internship, which profoundly influenced his career path. This whimsical start quickly shifted when he enlisted in the Air Force. From there, Patrick’s career took another turn when he joined association management firm, Smith Bucklin and Associates, which ultimately introduced him to the beauty industry. His next stops at Ketchum PR and major beauty brands like L’Oréal (14 years) and Shiseido (7 years) further honed his expertise, eventually leading him to e.l.f. We asked Patrick if he had any career advice. Here’s what he had to say:

Showing up and connecting deeper

Patrick emphasized that community is at the heart of e.l.f.’s marketing strategy. He explains, “We listen, we learn, and we lean in.” Clearly, it pays off: this approach has driven the success of numerous campaigns, including the launch of their Bronzing Drops and the Jelly Pop line.  Hear more on what Patrick describes as “the center of our universe”:

By engaging with the community at every level, from TikTok Lives with the CEO to crowd-sourcing product feedback via creators, e.l.f. has fostered a deep connection with its audience. Patrick shared a few examples of bringing products to life with the help of their loyal community:

Taking big swings

Chances are, you’ve noticed e.l.f.’s uncanny knack for tapping into the cultural zeitgeist. The brand is known for its bold marketing strategies that start with an insight and scale through unexpected partnerships—like their recent Super Bowl commercial with Jennifer Coolidge that boosted e.l.f.’s Power Grip Primer to the top SKU in mass beauty. But it’s not just trial and error driving their approach; it’s taking calculated risks that stay true to the brand’s ethos of inclusivity and empowerment, every time. Patrick weighed in on the campaign:

Insights equal disruption

Another standout campaign from e.l.f. near and dear to our hearts: the hilarious “Glow Storm” campaign starring Meghan Trainor that leveraged weather as the insight that started it all. It resonated deeply with consumers, generating 5.7 billion PR impressions by leaning into humor and narrative-driven storytelling. Patrick shares how it came to life through an insights-driven marketing approach and how weather supercharged the campaign:

In fact, Patrick found the insights so powerful, they’ve changed his conversation with every agency on marketing efforts going forward:

Words of wisdom

Patrick is not only passionate about the work e.l.f. does, but also the values they stand for. “It all starts with a framework. We’re bold disruptors with a kind heart. We disrupt norms, we shape culture, and we connect communities… That’s the framework in which we operate everything we do, including people we hire. Whomever we work with has to be part of the spirit of the e.l.f. ethos,” he adds.

Patrick’s journey from Disney intern to marketing leader at e.l.f. underscores the importance of flexibility, lifelong learning, and the power of leaning into community-centric marketing. We can’t wait to see how e.l.f. continues to innovate, inspire, and connect with audiences. Patrick is eager to keep on showing us.

Garden variety or so called “pop-up” thunderstorms are common during the warm season and generally have limited impacts to airline operations. But there’s another kind of summer storm plaguing the airline industry that’s not so innocent: training thunderstorms. What exactly are these severe storms, what impact can they have on airline operations, and how can airline decision makers ensure they’re prepared? Read on.

What are training thunderstorms?

Training thunderstorms occur when a series of individual thunderstorm cells repeatedly propagate over the same geographical area. The overall collection of convective cells associated with training thunderstorms is also known as a Mesoscale Convective System (MCS). While the term “MCS” can apply broadly to any cluster of thunderstorms, a training MCS can result in a prolonged period of torrential rainfall, leading to significant flash flooding. These unique and rather rare convective systems are most common during the summer months across the central United States, occurring most frequently during the late evening and overnight hours.

Thunderstorms erupting across Texas during a hot summer afternoon, causing numerous flight diversions.

Critical to the formation of training MCSs is the presence of a slow moving surface boundary. Commonly a warm front, this boundary is crucial in generating lift to initiate the development of thunderstorms. Once thunderstorms have become established, the slow movement of this boundary can enable several rounds of thunderstorms to traverse the same areas repeatedly.

Further enhancing the likelihood of training thunderstorms is the presence of a low level jet (LLJ). This strong belt of winds in the lower atmosphere aids in transporting the large quantities of atmospheric moisture needed to sustain multiple rounds of thunderstorms.

Forecasting training thunderstorms

While certain large-scale atmospheric features can be forecasted with a relatively high degree of accuracy up to several days in advance, finer-scale atmospheric phenomena such as training thunderstorms are much more difficult to predict. In these more nuanced situations, our team of The Weather Company meteorologists leverage a suite of short-term, high-resolution forecast models to better assess atmospheric conditions. Supplementing this model data is our extensive experience forecasting past thunderstorm events, with pattern recognition serving as an invaluable tool in the accurate and timely prediction of disruptive thunderstorm events.

How training thunderstorms disrupt airline operations

As thunderstorms redevelop and repeatedly rumble overhead or in close proximity to an airline’s hub during peak arrival or departure times, the risk of significant operational disruption increases:

• Training thunderstorms over arrival fixes or the airport can lead to airborne holding and possible aircraft diversions when fuel gets low.
• Blocked departure corridors can lead to long delays on the ground as planes become stacked up nose to tail on taxiways while waiting to depart.
• Lightning over the airfield can trigger ramp closures for ground workers which can lead to suspension of aircraft boarding, deplaning, catering operations, baggage transport, and fueling.

All this leads to departure delays and possible gridlock as arriving flights wait for gates occupied by delayed departures. As diversions and delays compound, the risk of cancellations increases. Passengers are left stranded at the airport with little to do but post unfavorable comments on social media followed by negative headlines in the press. Local roadway flooding is also possible which may make getting to and from the airport challenging for passengers and employees. An airline caught by surprise may take days to recover in the aftermath of the worst events.

How The Weather Company helps airlines navigate training thunderstorms

The Weather Company meteorologists embedded within an airlines’ operations center strive to identify and communicate the risk of training thunderstorm events up to a day in advance. The goal is to give the airline ample lead time to develop an operational plan to best manage the event based on the potential start time and duration. A thunderstorm planning outlook is issued the day prior to open a dialogue with airlines’ decision makers. Subsequent forecast updates and tactical communication continue throughout the event until the risk has extinguished.

Summary

Although we as The Weather Company forecasters can’t control the weather, we do work diligently to alert airline decision makers to the potential of a training thunderstorm event. We work side-by-side with them throughout the event to provide the most accurate weather and help the airline weather the storm.

Editor’s note: In March 2024, we conducted a Severe Weather Consumer Behavior Survey of The Weather Channel app users. Here are our data-rich findings and valuable insights for marketers.

Hurricane season is right around the corner and the forecast calls for one of the most active on record, with almost double the amount of named storms. It’s hard to ignore the increasing severity and volatility of weather. In fact, 63% of people surveyed believe weather is becoming more severe or unpredictable. And while more devastation is likely to come, a staggering 9 out of 10 of respondents have already personally felt the effects of severe weather in the past two years. 

So, how do we prepare for, or–more importantly–recover from, the seemingly inevitable impact of extreme weather events? 

We don’t have to go it alone and–the good news for marketers–consumers don’t want to. People turn to brands, products, and services they trust the most ahead of, during, and after severe weather events. Which gives marketers across retail, CPG, energy, health, insurance, travel, and more, an invitation to show up with empathy, authenticity, and support when it matters most.

The far-reaching effects of severe weather

The impact of severe weather is sweeping, significantly touching many aspects of people’s lives. Where does your brand see itself in this picture?

Physical surroundings

Starting with perhaps the most obvious impact, severe weather can wreak havoc on the physical things in our lives. In fact, 80% of people report facing physical challenges of some kind when it comes to severe weather, notably the safety of their home, loss of gas or heat, and diminished air quality.

Mental health

The toll on mental health due to severe weather is also very real. The fear of being in harm’s way, experiencing property damage, or having a disruption in plans or routines can be incredibly stressful, with 40% of those surveyed reporting heightened anxiety. This increased stress affects all generations, especially younger ones.

Decision-making

Severe weather influences obvious things like travel plans. But it can also come into play when choosing a vehicle to drive or exploring home energy options. The data speaks for itself–84% of people admit weather plays a role in their decision-making process. Particularly striking is the number considering relocation due to severe weather events: 1 in 4 have considered, or would consider, moving because of severe weather events.

Preparing for severe weather 

We have entered an era where severe weather can happen pretty much anytime and anywhere. We don’t have to look too far in the rear view to recall the raging Canadian wildfires, uncharacteristic twisters in the upper midwest, and Los Angeles blizzard warnings. Our respondents also reported an increase in both the number of severe weather events and unusual activity for their location/season. This means seasonal preparedness is an always-on activity, with consumers seeking trusted guidance and solutions year round.

Staying informed  

As a result, checking the weather has become second nature: 99% check the weather more often when severe weather is forecasted, up 18% since 2021. For most, it’s to ensure safety for themselves, friends and family, while others are simply interested in the science of severe weather phenomena.

When it comes to critical safety and preparedness information, people rely on weather websites and apps above all other media sources, including government alerts: 

• 88% rely on weather websites or apps the most, vs other media sources (#1 response).
• The Weather Channel is the leading weather provider, with 90% of respondents indicating they rely on the Weather Channel for accurate severe weather information (#1 response). 

Stocking up and charging up

We’ve all been there, faced with rapidly emptying shelves of supplies and essentials as severe weather approaches. Meanwhile, the ultra-prepared plan ahead with fully-stocked emergency kits of non-perishables, flashlights, batteries, and first aid. Whether proactive or reactive, the most common preparation behaviors reported range from stocking up on supplies like groceries, medication, and air purifiers; preparing back-up energy sources; and securing a home, yard, or car. 

Brands can authentically help customers weather the storm

It’s a sensitive topic, for sure. Brands may feel uncertain about how to engage when people are in some of their most anxiety-filled, vulnerable moments. When actually, they’re expected to intervene and provide assistance, whether it’s offering preparedness tips or essential supplies like medication, power and groceries. Not to mention, 94% also expect brands to step up to help communities affected by severe weather events.

TruFuel’s full-funnel lift and engagement

TruFuel, a maker of pre-packaged precision-engineered, outdoor equipment fuel harnessed the power of a weather-driven strategy in 2023. Tapping into their authentic desire to help consumers be prepared for severe weather conditions and outcomes, TruFuel dynamically aligned messaging with real-time, local weather conditions. 

Activated across The Weather Channel properties and digital ecosystem through Adform, this targeted, contextual messaging helped highlight the importance of  keeping generators, chainsaws, snowblowers, and other equipment ready for when severe weather strikes. And, also resulted in benefits for the brand, including:

• 5% lift in aided awareness
• 7% lift in favorability and purchase intent
• 8% lift in familiarity

Secure your weather strategy

Brands can play a crucial role–and earn priceless brand trust in the process–by providing resources and support to address the physical, emotional, and lifestyle concerns caused by severe weather. With a portfolio of advertising solutions, we can help you deliver the right, empathetic message, in the right place, at the right time:

• Leverage Weather Targeting to integrate your preparedness message across the digital ecosystem 
• Align your brand with seasonal and severe preparedness content on The Weather Channel to help consumers stay safe and informed 
• Drive awareness with exclusive, native CTV content integration in the LG home screen when there is an active National Weather Service (NWS) alert in the viewers’ local area

Severe weather is a reality we can’t ignore. But with it comes the chance for brands to help consumers navigate this reality, with preparedness before, support during, and resilience after the storm. Will your brand be there when consumers need you most?

This post is part two of a two-part blog series dedicated to severe thunderstorm education. Read the first installment.

Part one of this series explained why thunderstorms happen during springtime – and what specific weather phenomena creates them. Building on this, let’s go deeper into thunderstorms and convection in general. We’ll also share how The Weather Company’s solutions can help aviation industry professionals like you make better decisions that keep your customers and crews safe.

How does The Weather Company help aviation clients navigate thunderstorms?

Enroute hazards

The Weather Company’s Enroute Hazards solution forecasts organized clusters or lines of storms and produces convection hazards.

Single-cell thunderstorms can be strong to severe and cause significant damage. But they don’t usually meet the spatial distance, or coverage requirement, to warrant a convective hazard (like FPG or SIGMET) to be drawn in the area. For single-cell storms, where Enroute Hazards may not highlight the area with the drawn hazards, pilots can turn to onboard radar to avoid convection.

Onboard radar also helps with developing convection where updrafts can create severe turbulence.

Terminal aerodrome forecasts

The Weather Company issues Terminal Aerodrome Forecasts (TAFs) on a global scale.

With certain TAFs, mainly large hubs, The Weather Company may include a TAF discussion where the forecaster writes about potentially strong or severe storms and, in some cases, may also mention possible threats (i.e., hail, tornado, etc.) with that type of storm.

More about convective hazards

All of the convective hazards generated by The Weather Company include an average base and max height. No aircraft should try to fly below our convective hazards. That’s why we use an average base level.

Our Flight Plan Guidance (FPGs) are usually SCT-BKN (scattered to broken) in coverage which represents between 35% and 50% of coverage.

Typically, these are a strong line or an area of thunderstorms that have well-defined breaks, but not significant coverage.

The Weather Company team does have the ability to draw SCT FPGs from 15% to 35% in the vicinity of a select number of hubs in the United States and in more sensitive or highly traveled U.S. regions, including BOS-ORD-MEM-ORF-BOS.

When it comes to significant meteorological hazards (SIGMETs), they are either BKN, which is 50% to 75% coverage, or solid storms with greater than 75% coverage. BKN coverage is virtually an unbroken line, small breaks are likely, or an area of robust thunderstorms with significant coverage.

SIGMETing this coverage of thunderstorms is our way of advising aviation clients to avoid this area.

A solid area of storms is where there are no breaks in a line of thunderstorms or a large cluster of thunderstorms with no breaks in convection (i.e. Mesoscale Convective System).

Are thunderstorms the biggest risks for aviators?

The greatest threat to aircraft isn’t lightning–aircraft are built to withstand lightning strikes –but rather severe turbulence, hail, and icing.

The convective hazards produced by The Weather Company–like FPGs and SIGMETs–include implied turbulence and icing. It’s generally suggested that aircraft avoid these areas. Each airline will need to follow its individual standard operating procedure on how to handle this.

Hail damage to aircraft, including the windshield, or encountering severe turbulence, means that the aircraft will be taken out of service for maintenance. This impacts time, cost, and potentially airline credibility.

Since waiting for Google to deprecate the third-party cookie feels a bit like waiting for a watched pot of water to boil, visionary marketers are already capitalizing on the renaissance of contextual advertising to supercharge their strategies.

But let’s start with some…  context.

Since 1994, third-party cookies have used basic technology to fuel just as basic personalization, but they lacked the dimension that allowed marketers to achieve precision and deep connection. As technology has advanced, consumers are increasingly wary of the overuse of data to make up for the limits of cookies:

• Almost half (46%) of consumers worldwide think promotions based on their activity within 2 minutes of visiting a website or app is “creepy,” according to a Marigold and Econsultancy survey. 
• A poll of social media users by social justice organization Global Witness and YouGov found that 57% of people said, “I don’t want my personal data being used to target me with any ads, either commercial or political.” 

Now, marketers are excited to re-focus their data strategies toward a more privacy-friendly and human-first approach. 

One strategy that’s very much a part of that future ecosystem is the legacy solution of contextual targeting, given its ability to personalize relevant media messages without cookies. But to truly be innovative, we need to broaden the definition of contextual targeting’s capabilities and how effective it can be. 

Contextual targeting in 2024 has the potential to be so much more visionary than activating media tied to simply a few words on a page. It’s emotional, it’s environmental, it’s personal–not to mention, it’s effective.

When contextual targeting is used to its full capacity, it supercharges smarter advertising decisions, influencing and reflecting media consumption according to a person’s physical environment and emotional state. 

But how exactly can marketers use data to better connect to a person’s state of mind? And even more, how do they reach people in real-time when they are making those emotionally-driven decisions? Enter weather data.

Weather data is the ultimate contextual accelerant

Weather is a hyper-local signal that influences every aspect and decision—consciously or not—of people’s lives. It influences how we feel, what we do, where we go, and what we buy. 

Advertisers have long used weather data to target specific products based on changing conditions. Think of a coffee brand switching beverage messages from warm to cold as the seasons change, or a cruise line showcasing images of warm locales in the depths of winter. Think of yourself lounging poolside with the sun shining  based on the weather forecast–sounds nice, right?

While all great, effective, and somewhat obvious use cases, weather data presents a more nuanced and much deeper understanding of the consumer with a holistic, multilayered view that goes far beyond surface-level transactions. With The Weather Company’s Weather Targeting suite of signals, brands are tapping into a much more inspired set of data and use cases that are richer and more privacy-friendly cookie alternatives.

Here’s why:

1. Contextual weather data enables rigorous privacy and ethical standards while still achieving scalable precision. The unique combination of proprietary and NVIDIA AI-based technologies along with deep expertise from over 100 meteorologists allow us to deliver the most accurate and trusted weather data. That combination is one of the reasons that ForecastWatch, the only globally recognized measure of forecast accuracy, named us The Most Accurate Forecaster¹, 3 times more likely to deliver an accurate forecast than our closest competitor. In addition, our consumer brand, The Weather Channel, was named a Top 10 Most Trusted brand.² 
2. Weather data presents a more nuanced and deeper understanding of the consumer. That’s because weather information not only reaches people during specific conditions, but also when they’re in the right mindset; often when they are motivated to do something. Consider the national department store that recently tapped into weather signals to predict when consumers needed retail therapy (due to lousy weather), or when they were feeling optimistic and eager to spend (sunny, bright skies brightened the “outlook,” in more ways than one). That retailer saw a 26% incremental jump in foot traffic by tapping into those signals.
3. Weather data can help drive timely demand. With a personalized message at the right time, precise weather insights motivate behavior and drive action–within seconds of the message being seen. For example, a travel bureau recently activated messaging to consumers in snowy climates with invitations to warm escapes, generating a 57% surge in time spent on the bureau’s site when those blustery conditions made them crave being anywhere else.
4. Weather information can predict utility, ultimately increasing brand preference. TruFuel, a premixed fuel product that powers outdoor equipment, leveraged the connection between weather and power equipment to engage people ahead of severe weather in their area. Knowing that 54% of people look to brands for tips and solutions around electricity and/or portable power solutions during inclement weather, TruFuel activated contextually relevant creative. The intelligent creative aligned generator messaging with a person’s real-time weather conditions, resulting in a CTR 8 times higher and a 7% lift in purchase intent. 

With the right signals, contextual targeting is evolving into a dynamic and lasting solution for performant media strategies. Brands, like the ones above, are able to achieve holistic relevance that drives action, all while respecting the privacy of their customers. 

As the advertising industry nears the end of one era and the beginning of another, the call for strategic and innovative signals like weather data is at an all-time high, and the opportunity is ripe for marketers to be first movers in setting the tone.

Sunny skies ahead, indeed.

One-size-fits-all weather content is no longer enough for today’s audiences.

As technology evolves and viewer preferences shift, the demand for highly localized, up-to-the-minute weather information is rapidly growing. Weather broadcasters need a new model to meet these preferences, one that isn’t bound by the constraints of traditional broadcast schedules.

This is where Connected TV (CTV) broadcasts become so essential.

What is CTV weather broadcasting and how does it work?

CTV weather broadcasting refers to the delivery of weather-related content through CTV devices such as Xbox, Roku, Apple TV and more. These devices connect to or are embedded in televisions to stream content over the internet.

In the context of weather broadcasting, CTV allows broadcasters to deliver real-time weather updates, forecasts, severe weather alerts, and other related content directly to viewers’ televisions via the internet. This approach leverages the interactivity and connectivity of digital media, allowing for more personalized and location-specific content. For instance, CTV viewers can access weather updates that are tailored to their exact location at any time, not just during scheduled broadcast times.

Through the integration of real-time data from satellites, radar, and weather stations, CTV systems process and tailor weather forecasts specific to each viewer’s location. This customization allows for a more personalized and engaging experience, enabling viewers to interact with the broadcast using their remote controls to explore in-depth weather maps and extended forecasts.

What is the difference between traditional and CTV weather broadcasts?

Traditional (or linear TV) weather broadcasts have been primarily broadcast Over the Air (OTA) or on cable, often at fixed times and with general content intended for broad audiences. In contrast, CTV weather broadcasts leverage the flexibility of online streaming platforms, offering viewers the ability to access weather updates at their convenience across a variety of platforms. This level of personalization makes CTV a better fit for today’s audiences, who expect access to real-time, relevant weather updates across a variety of devices.

What is the difference between OTT and CTV weather broadcasts?

While both Over-the-Top (OTT) and Connected TV (CTV) broadcasting are related, they are different. OTT encompasses the broader method of delivering streaming content. For example, viewers can watch live weather updates or emergency broadcasts directly on their mobile devices through apps like The Weather Channel app, which provides real-time alerts and forecasts wherever they are.

CTV, on the other hand, specifically refers to the internet-connected TV devices. The viewing experience mimics a traditional TV format but with modern connectivity features. Viewers can use these devices to stream dedicated weather channels that offer continuous live broadcasts and specialized content such as local weather reports tailored to their exact locations. CTV weather broadcasts are designed for these kinds of devices and are distributed via streaming channels.

An overview of CTV components

Viewers can access CTV weather broadcasts through a variety of devices and methods, including the following:

Smart TVs

Smart TVs’ integrated internet capabilities allow direct streaming of weather broadcasts, enabling viewers to access real-time weather information with just a few clicks on their remote controls.

Digital Media Players

Digital media players are devices that stream digital content to TVs, such as Chromecast, Amazon Fire Stick, and video game consoles. These devices allow users to switch seamlessly between watching their favorite shows and viewing the latest weather updates.

Set-Top Boxes

Cable boxes that provide internet connectivity and access to a plethora of streaming services also enable easy access to weather channels and apps.

Advantages of CTV weather broadcasting

The advanced streaming technology that powers CTV broadcasting has tremendous potential for improving your weathercasts. Here are just a few advantages that you can expect:

Cost-effective

CTV broadcasting has lower operational costs because of their simplified content distribution processes. It allows you to automate video creation and share content across multiple channels, reducing the need for extensive manual intervention.

Faster delivery

As broadcasting expands to include digital platforms and CTV alongside traditional linear TV, the need to quickly produce and distribute content has become critical. ReelSphere, a tool enhanced with AI, streamlines this process by automatically generating weather content. It allows you to create targeted, hyperlocal, and adaptive videos based on the forecast, day of the week and other factors. Being able to generate these videos across multiple channels helps ensure that your viewers receive weather information in a timely fashion.

Reaches a larger audience

CTV broadcasting effectively expands audience reach by leveraging advanced technologies to serve tailored weather videos across all digital platforms. For example, allowing on-air talent to incorporate viewer-submitted stories and social media posts into broadcasts. This approach allows you to tap into a broader demographic, including viewers who primarily consume content on mobile devices and online platforms.

Recent research supports this strategy, showing that 88% of respondents are at least somewhat interested in using local weather streaming services. By utilizing hyperlocal weather broadcasting tools, you can ensure that weather content is both accessible and relevant for local viewers.

Engagement

Weather broadcasting directly impacts people’s daily decisions, making it inherently engaging and important to viewers. For example, viewers stream CBS News Colorado’s digital weather content for an average of more than 30 minutes per day. This high level of engagement makes weather content a pivotal part of their streaming strategy, according to meteorologist Ashton Altieri.

Ability to scale hyperlocal content

With the right CTV weather content solution, you can effectively create targeted and hyperlocal videos at scale. This capability ensures that audiences in different regions receive weather updates that are tailored to their specific local conditions, meeting the growing demand for extremely targeted, relevant content. For example, showing the radar map only when there is precipitation in the forecast.

Though CTV solutions streamline workflows with weather forecast automation features, your team still retains the flexibility to manually edit and refine the content. This blend of automation and manual oversight ensures that you can maintain quality and accuracy even as your production of weather content scales up.

Advertising opportunities

CTV weather broadcasting opens up lucrative advertising opportunities that can significantly enhance revenue streams for your channel. Essentially, localized content provides an opportunity for extremely localized advertising that’s relevant to your viewers. In addition, according to the “Weather OTT Focus Groups & Quantitative Survey” conducted by Magid Research, 98% of advertisers would consider sponsoring weather content on CTV. With the increasing shift toward digital and connected media, weather streaming on CTV platforms presents a fresh and attractive avenue for monetization.

First-party data

Leveraging first-party data is a powerful strategy for CTV weather broadcasting, enabling your station to better target and deliver lifestyle videos that cater precisely to its viewers’ preferences and locations. By collecting and analyzing viewer data, such as viewing habits, preferred content types, and geographical information, you can tailor your weather broadcasts to enhance relevance and viewer engagement such as offering a golfer’s, beach or even runner’s forecast.

Create professional CTV weather broadcasts with ReelSphere

The Weather Company’s ReelSphere solution revolutionizes weather broadcasting by automating the production of on-demand, personalized weather content for CTV and OTT platforms. Leveraging the power of their Max platform and graphics, ReelSphere enables you to deliver curated content at the drop of a hat. The system automatically generates location-specific weather graphics and broadcast templates that vary depending on the time of the day and the existing weather conditions. By letting you scale up localized weather content quickly and efficiently, without expending additional resources, ReelSphere lets you harness the full benefits of the CTV streaming revolution.

People also asked questions

What weather software do meteorologists use?

Meteorologists use a range of sophisticated software tools designed to collect, analyze, and present weather data. These tools include models that predict weather patterns based on current atmospheric conditions gathered from satellites, radar, and ground-based sensors. They also use geographic information systems (GIS) to visually represent weather data on maps, which helps in analyzing and forecasting weather more effectively. Additionally, specialized software like Max helps meteorologists create visual representations of the weather for public broadcasts.

What weather data and model are most accurate?

Determining the most accurate weather data often depends on the region, forecast type, and specific weather events. No model is perfect. Public data from the National Weather Service (NWS) is renowned for its comprehensive and reliable forecasts, thanks to extensive data from satellites and radars. The Weather Company is the world’s most accurate weather forecaster overall, according to a 2017-2022 study from ForecastWatch: Global and Regional Weather Forecast Accuracy Overview, 2017-2022, commissioned by The Weather Company.