Dynamic creative meets storytelling: A smarter way to connect with audiences

Key takeaways:

• Relevant brand moments are created through dynamic creative that adapts in real time – matching weather, time, and location to what your audience is experiencing.
• Drive brand engagement and enhance impact with rich media experiences – delivered through the Integrated Marquee creative ad suite featuring immersive video, animation, and e-commerce functionality.
• Integrated Marquee ads achieve 18% higher attention rates¹ and 2.2x higher click-through rates than standard formats.²   

In a sea of digital content, every brand is competing for consumer attention. The stories that break through are the ones that resonate on a personal level; they’re relevant and relatable. The challenge is finding a natural, meaningful, eye-catching way to intersect with your audience throughout their daily routine. Whether it’s choosing what to wear or mapping out weekend plans, these are moments of intention that can create rare openings for brands to connect.

Opportunities like these can be harnessed through emotional marketing and AI-driven personalization on The Weather Channel digital properties. Brands can engage audiences with meaningful messages that reflect the forecast and mood of the moment, delivered through dynamic creative in the Integrated Marquee ad experience. This kind of data-driven, weather-based storytelling creates space for brands to show up authentically, when and where consumers are most engaged. It’s a modern approach to brand storytelling, grounded in relevance and designed for resonance.

The weather-consumer connection is real

Let’s talk about something we all have in common – checking the weather. And people are doing it daily, if not multiple times a day. Consciously or subconsciously, weather affects what you feel, try, and buy. During a heatwave, humidity and fatigue may nudge you toward delivery instead of dining out. When the first signs of a new season arrive, that fresh feeling may spark an urge to refresh your home or wardrobe. You’re not alone:

Turning a daily habit into a prime marketing moment

It’s that repetitive behavior and those captive eyeballs that are a goldmine for marketers. Brands can be woven into millions of daily decision-making moments through weather.com and The Weather Channel app advertising. Whether it’s planning the best time to go for a run or when to stock up on asthma medication, weather influences countless decisions.

Integrated Marquee ads create an immediate impression by appearing on the first screen of the homepage, right when users check the forecast as part of their daily routine. By dynamically aligning creative with contextual weather data where the user is searching, each interaction becomes more than an ad; it supports the user’s planning moment and adds value to their weather-checking habit.

OFF! Integrated Marquee ad on The Weather Channel app

The creative engine behind contextual connection

Consumers remember how ads connect and make them feel. Integrated Marquee campaigns on The Weather Channel digital properties are designed to engage emotionally with a suite of perfectly timed, versioned creative on the home screen. Weather Targeting will serve your message at the right weather moment, but it’s the creative execution that sparks the emotional connection.

Each creative variation is thoughtfully designed to dynamically match the user’s current context – whether it’s a product bathed in sunlight during a summer sunrise or set against a moonlit snowfall on a wintry night. Powered by AI-driven personalization, high-impact creative aligns to the forecast, time of day, and location to deliver brand storytelling that feels intentional.

Campaigns include up to eight creative variations, enabling brands to dynamically customize emotionally aware imagery and copy that align with the viewer’s environment:

• Sunny day and clear night
• Rainy day and night
• Cloudy day and night
• Wintry day and night

The version that fits the time of day and weather conditions will be displayed on the home screen to complement the forecast. It’s like having a personal sales rep who knows exactly what your customer is experiencing and delivers the most relevant message possible in that moment. This approach turns passive impressions into active engagement through weather-based storytelling designed for relevance, scale, and stronger emotional connection.

Core features that drive results

From context-aware creative to seamless e-commerce integration, these capabilities work together to deliver more relevant, more effective brand storytelling. Here’s how the Integrated Marquee helps marketers turn everyday conditions into powerful engagement opportunities:

1. Weather intelligence: Dynamically adapts the creative based on location, accurate weather conditions, and time of day.
2. E-commerce technology: Streamlines path to purchase by placing products directly into retailer’s shopping carts with a single click.
3. Engaging creative formats: Custom-designed by our award-winning Creative Lab, formats include animated visuals, carousels, seamless auto-play video, and interactive conversations that launch into a branded chatbot experience.

The impact is clear. These ads deliver performance that traditional formats can’t touch: