How weather-driven video ads enhance viewer engagement in the CTV ecosystem  

Key takeaways:  

• Personalized video advertising using weather insights helps create more relevant viewer experiences. 
• Weather data provides a privacy-compliant signal that enhances CTV targeting capabilities.  
• Ad targeting based on weather allows for dynamic creative tailored to viewer mindsets.  
• Brands can benefit from improved ROI by integrating real-time weather targeting into CTV strategies.   

The growing connected TV (CTV) landscape holds incredible promise for the long-awaited full-funnel, data-rich marketing opportunity. It’s why digital video is expected to generate 60% of the total TV/video ad spend in 2025, double its share from just five years ago.¹ Additionally, a report by the IAB shows 36% and 32% of U.S. advertisers plan to reallocate spend from social and search, respectively, into CTV this year.²

By revolutionizing the advertising market with new ad tiers and advanced targeting capabilities, CTV has captured the attention and dollars of brands around the world. But with the influx of spend comes increased competition for consumer attention. What’s the secret weapon that smart marketers are deploying to cut through the clutter? It’s not a new technology platform. It’s something far more fundamental and universally understood: the weather. Get ready to discover how this ubiquitous force is revolutionizing CTV advertising.

CTV continues to grow, but targeting gets tougher  

CTV adoption has surged. More households are streaming than ever before, and ad spend is following close behind. In fact, U.S. CTV ad spend is expected to reach $33.35 billion in 2025, making up 9.6% of total digital ad spend.³

However, targeting those viewers effectively has become more complex. Privacy rules are tightening, and platforms are protecting user data. Traditional tools like behavioral targeting and device IDs no longer deliver the precision advertisers want. As competition grows, brands need to stand out without intruding.

Viewers now expect ads to feel helpful, not disruptive. They want content that fits the moment, especially when streaming their favorite shows. That’s where CTV targeting capabilities shine – when they connect context to content in ways that feel natural and timely.

Weather creates powerful, real-time relevance

In a cluttered media environment, brands compete for limited attention, forcing them to find smarter, more relevant ways to connect with audiences. Demographics can’t capture what a person is feeling in the moment. Weather can. It influences what people do, how they feel, and what they buy. A sunny afternoon might inspire a barbecue, while a cold snap could spark a soup craving or a new coat purchase.

Ad targeting based on weather offers a unique advantage: It respects privacy while still delivering relevance. Weather doesn’t rely on personal identifiers. It works for every ZIP Code, every product category, and every stage of the funnel.

Here’s why weather data is especially powerful for CTV viewer engagement campaigns:

• Dynamic and real-time: Adapts to shifting consumer behaviors and mindsets as conditions shift
• Privacy-compliant: Doesn’t rely on personal identifiers, aligning with evolving data regulations
• Universally applicable: Effective across product categories and geographies
• Predictive: Supports campaign planning based on forecasted weather trends

And with The Weather Company’s probabilistic forecasting accuracy, advertisers can plan campaigns around future conditions – not just react to past trends or behaviors.

How Weather Targeting integrates with CTV

Weather Targeting fits seamlessly into existing CTV ad tech. The Weather Company’s data connects with demand-side platforms (DSPs) and supply-side platforms (SSPs), making it easy to activate across major streaming environments. Campaigns can launch based on real-time, historical, or forecasted conditions. Ahead of snowfall, auto brands might emphasize winter-ready vehicle features, while travel brands promote sunny escapes to cold-weather audiences. Sportswear companies could spotlight gear for damp conditions, and retailers might pivot to home entertainment promotions during heatwaves.

Real-time weather data supports hyperlocal targeting and dynamic creative optimization. Marketers can tailor video assets to fit local conditions to make sure the message is always relevant to the consumer’s physical and emotional environment.

Industry examples show a strong impact

Across sectors, brands are seeing measurable results from weather-informed campaigns, with research showing that businesses leveraging weather intelligence can achieve revenue gains of 5-10% and reduce operating expenses significantly.⁴ By aligning ads with current or forecasted conditions, advertisers can deliver messages that feel timely and relevant – often before a consumer even begins searching.

Here’s how Weather Targeting is being applied across key industry verticals:

• Retail: Promotes seasonal merchandise when weather creates the optimal mindset to shop online, such as during dreary or humid conditions.
• QSR/Food & Beverage: Suggests weather-appropriate menu items, such as iced drinks during heatwaves or soup during rainy spells.
• Automotive: Highlights features like all-wheel drive or safety features when snow or icy conditions are forecasted.
• Entertainment/Travel: Capitalizes on indoor or outdoor activities, such as pushing movie streaming during storms or beach travel during sunny stretches.
• CPG/Pharma: Aligns with weather-driven health needs, including allergy medication during high pollen days or skin care during dry winter conditions.

Weather Targeting gives advertisers a strategic edge. It lets them speak to real needs, right when viewers are most receptive. That kind of timing boosts engagement and drives action.

Looking ahead: Even smarter weather data

Today’s forecasting tools deliver game-changing accuracy and hyperlocal precision, empowering marketers to plan with unwavering confidence. And the innovation doesn’t end there. As CTV integration breakthroughs emerge, the ability to directly link exposure to outcomes is becoming a reality. Prepare for weather data to become a cornerstone of your targeting strategy, offering access to predictive intelligence you’ve never had before, adding ease and flexibility to activation by being accessible through almost all DSPs. This isn’t just about knowing the forecast; it’s about predicting campaign success. The future of high-performing CTV campaigns demand a deep understanding of the dynamic relationship between weather, content, and commerce.

The Weather Company: Where unrivaled accuracy meets unmatched insight

As the world’s most accurate forecaster,⁵ we offer more than just weather data; we provide the key to unlocking unparalleled relevance in a cookieless landscape. By understanding the profound impact of weather on behavior, our targeting solutions equip brands with a distinct advantage in today’s crowded media ecosystem. Don’t just navigate the future of advertising; anticipate it, connect with it, and thrive within it – powered by the precision of The Weather Company.