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.

As we inch closer to the summer season, every change in weather signals a shift in consumer behavior. When temperatures rise, humidity intensifies, or thunderstorms roll in; people adapt their activities, needs, and purchasing decisions.

The Weather Channel’s summer outlook forecasts warmer-than-average temperatures over much of the country. Let’s explore how brands can transform forecasts into powerful marketing moments throughout the summer.

Temperature outlook: June 2025

It all starts with data from the world’s most accurate forecaster.¹ But we don’t stop there. We go beyond the forecast to create actionable insights that people and businesses can use — building trust along the way. By turning weather data into weather intelligence, we create contextually relevant moments for brands to engage with your audience at precisely the right moment. It’s all about meeting your consumers exactly when the weather will be impacting their mood, mindset, and motivations.

Beyond forecasts: how summer weather impacts consumer decisions

Weather impacts every person and business on the planet. Smart marketers recognize these powerful behavioral patterns and use them to reach audiences when their products or services become most relevant. This summer, we are highlighting specific opportunities in skincare, outdoor activities, home improvement, culinary, and energy.

Success stories

A leading dermatologist recommended skincare brand captured consumers’ attention on The Weather Channel app homescreen with dynamic messaging during the seasonal transition between spring and early summer. High-impact, native ads activated in ZIP codes during clear, warm, sunny, cloudy, and high UV conditions and led to higher incremental sales by new buyers (63%),⁸ sales lift (2.19%),⁹ and ROAS vs. benchmarks (2.3x).¹⁰ 

A global pharmaceutical brand activated social media messages in ZIP codes when the optimal mix of environmental conditions historically proven to increase symptoms, prescriptions, and insurance claims were forecasted. The results: more efficient cost per click for psoriasis (+70%)¹¹ and psoriatic arthritis (+57%)¹² brands.

Success story

Jeep^® captured outdoor enthusiasts’ attention precisely when they were most receptive by aligning messaging with real-time weather conditions. The brand connected with consumers as they planned their adventures during cultural weather moments like Memorial Day. They drove impressive results, including 4.4% lift in familiarity,¹⁶ 4% lift in brand consideration,¹⁷ and record-breaking site traffic.¹⁸

Success story

STIHL activated home improvement advertisement videos on social media with timely, relevant seasonal project tips tailored to sunny, inclement, and dry conditions. Matching relevant seasonal videos to local forecasts achieved dramatic engagement: 320% more time on site,²¹  and 113% higher video completion.²²

Success stories

Tyson Ballpark captured consumer attention with dynamic creative on The Weather Channel app home screen in ZIP codes experiencing perfect grilling weather, driving full-funnel lift including a 22% lift in purchase likelihood.²⁵

McCormick & Company, Incorporated engaged consumers on The Weather Channel app in 1:1 personalized dialogue. During ideal grilling weather, they received grilling tips, recipe inspiration, and local weather forecasts. This drove brand lift, including +15.7% in unaided awareness.²⁶

Success story

Ecoflow reached consumers with proactive preparedness messages on The Weather Channel app and across the digital ecosystem. By reaching people in ZIP codes predicted to have power outages from extreme summer weather — precisely when they’d likely be in need of backup energy solutions — the campaign generated 8.1x ROI.³⁰

Heat up your sales: winning strategies for peak demand season

Ready to make weather work for your brand? Here are three powerful ways to put these summer insights into action with a weather strategy:

Hyper-relevant, high-impact creative

Premium ad formats on The Weather Channel digital properties connect your brand to a highly engaged audience of 330 million global monthly users while they are in their habitual planning routine.³¹ High-impact, contextual creatives drive real-time brand awareness and purchase consideration. 

SC Johnson Integrated Marquee in The Weather Channel app

Premium consumer experiences

Personalized forecasts and tools on The Weather Channel Digital help people manage their health, maximize their time outside, and prepare for weather. These features directly influence consumer spending on health and wellness products by connecting brands during decision-making moments.

Scalable weather data

Weather Targeting, developed with advanced, AI-driven technology, helps brands align messaging with local weather patterns — at the ZIP code level — across the advertising ecosystem. A nuanced combination of weather factors activates ads in tune with consumers’ seasonal mindsets and behaviors for summer marketing campaign efficiency.

STIHL Weather Targeting social media example

Maximize your summer marketing campaign potential. Tap into The Weather Company’s advertising solutions for powerful insights and tools that elevate your brand and connect with consumers at the most impactful moments.

June marks the official start of hurricane season. The Weather Channel meteorologists are forecasting a less active season than last year, but U.S. landfall risk remains above average. The impacts of changing weather are nearly impossible to ignore. Consumers are feeling these shifts firsthand, with extreme weather events becoming a year-round reality, not just seasonal occurrences.

This shift is fundamentally altering how people prepare for, respond to, and think about weather-related events in their daily lives. Not only do people report seeing more unusual weather activity for their location and season, the impact is widespread. In fact, a staggering 9 out of 10 respondents have been personally impacted by extreme weather in just the past two years.¹

2024 hurricane season recap

The 2024 hurricane season confirmed it: Weather patterns are changing. This past season broke numerous records with 18 named tropical storms, 11 of which became hurricanes.² Of these, five intensified to major hurricanes making landfall in the U.S., with two reaching Category 5 strength — a phenomenon that has occurred only five times since 1950.³ As for the records in 2024: Hurricane Beryl was the earliest Category 5 on record, arriving two months before peak season. Hurricane Helene stands out historically because it affected areas of the country that don’t usually see hurricane effects, like North Carolina, Georgia, and Tennessee.⁴

This tells us seasonal preparedness is an always-on need, with consumers seeking trusted guidance and solutions year round. So, how do we prepare for and recover from the seemingly inevitable impact of extreme weather events that now include not just hurricanes, but also wildfires, tornados, winter storms, and flooding?

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 weather events. In fact, 94% of people expect brands to step up to help communities affected by weather events.⁵ This gives marketers across CPG, energy, health, insurance, and retail, an invitation to show up with empathy, authenticity, and support when it matters most.

The new normal: Extreme weather beyond hurricanes

The evidence surrounds us: Winter wildfires spread through Southern California, the Carolinas,⁶ and even Long Island due to unusually dry conditions and strong winds⁷ — cementing that fire season now extends year round. Meanwhile, 2024 saw the second-highest tornado count on record, including San Francisco receiving its first-ever tornado warning.⁸ And maybe most surprisingly, all 50 states experienced snowfall this winter.⁹ Florida recorded its heaviest snowstorm ever, with Milton delivering over nine inches — doubling the state’s previous record from 1954.¹⁰

These weather events aren’t just meteorological anomalies — they’re a new normal reshaping consumer anxiety, behavior, and expectations. Our recent survey on The Weather Channel app asked consumers how they feel about changing weather, revealing:

Interestingly, Gen Z (67%) and Millennials (66%) are even more convinced of weather’s increasing volatility.¹⁴ For marketers, this signals an important shift: consumers increasingly expect brands to acknowledge and address these climate realities.

The far-reaching effects of weather

The impact of extreme weather is sweeping, significantly touching many aspects of people’s lives. Outside of the physical impact to property, electricity and air quality weather also impacts mental health and decision making:

• 40% of those surveyed reported heightened anxiety due to weather events. This increased stress affects all generations, especially younger ones¹⁵
• 84% of people admit weather plays a role in their decision-making process¹⁶
• 1 in 4 have considered, or would consider, moving because of extreme weather conditions¹⁷

Preparing for changing weather

Checking the weather has become second nature: 99% check the weather more often when extreme weather events are forecasted, up 18% over the last four years.¹⁸ For most, it’s to secure safety for themselves, friends and family, while others are interested in the science of weather phenomena, or want to understand how they might help.

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

This trust becomes especially evident during weather events, when people most need reliable information. For example, there’s a:

• 32% increase in The Weather Channel digital visits²¹ and 64% increase in app downloads during winter storms²²
• 23% increase in The Weather Channel digital visits²³ and 78% increase in app downloads during hurricane events²⁴

Stocking up and charging up

We’ve all been there: faced with rapidly emptying shelves of supplies and essentials as storms approach. Meanwhile, early planners prepare ahead of the season with fully-stocked emergency kits of non-perishables, flashlights, batteries, and first aid. People prepare for extreme weather in both proactive and reactive ways. The most common preparation behaviors include stocking up on supplies like groceries, medication, and air purifiers; securing back-up energy sources; and protecting homes, yards, and vehicles.

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 stressful, vulnerable moments. When actually, people expect the support and assistance — whether it’s providing preparedness tips or essential supplies like medication, power, and groceries.

A strategic weather moment marketing approach aligns brands across the full weather journey:

• Weather preparedness: Connect before incoming weather during high-intent planning moments when preparation activities are happening
• Active weather: Reach engaged audiences seeking critical information
• Weather response: Support local communities, building meaningful connections during recovery
• Weather ready: Create year-round relevance through seasonal preparedness messaging

Brands can show up meaningfully at every stage of the weather experience. Two brands leading the way with this approach:

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.

By tapping into their authentic desire to help consumers be prepared for extreme weather conditions, TruFuel dynamically aligned messaging with real-time, local weather. This targeted campaign was activated across The Weather Channel properties and digital ecosystem through Adform. The contextual messaging highlighted the importance of keeping generators, chainsaws, snowblowers, and other equipment ready when weather strikes.

The moment marketing approach delivered impressive results for the brand, including:

EcoFlow’s weather-driven preparedness strategy

EcoFlow, a leading provider of eco-friendly power solutions, understood a fundamental human need: safety and preparedness in the face of nature.

Their weather-driven strategy connected with people across The Weather Channel app and the digital ecosystem through The Trade Desk, and Meta with supportive messaging before weather strikes. This approach drove exceptional results, including a 2x higher conversion rate during the week following Hurricane Idalia’s landfall in 2023.²⁸

Secure your weather strategy

Brands can play a crucial role – and can build trust and loyalty by providing resources and support to people in need. As the world’s most accurate forecaster,³² we can help you harness Mother Nature to deliver empathetic messages when people need it most:

• Leverage Weather Targeting to integrate your preparedness message across the digital ecosystem. It automates media using weather as an activation signal so that brands can reach people during critical moments.
• Align your brand with seasonal preparedness content on The Weather Channel digital properties that provides people with information that help them stay safe and make informed decisions.

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

Retail media networks (RMNs) have evolved. They’ve moved from simple ad placements to sophisticated, data-driven ecosystems. These ecosystems now connect brands directly with consumers at their most decisive moments. By 2028, retail media is expected to account for almost a quarter of all U.S. media spend.¹ The race is on to find targeting signals that truly drive conversion. RMNs offer a gold mine of robust first-party data. Yet, the challenge they face today isn’t just capturing attention – it’s capturing relevance.

Forward-thinking retailers and brands are making a key discovery. Weather, perhaps the most universal influence on human behavior, provides this missing link. It connects historical purchase patterns with real-time environmental intelligence – a crucial connection for transforming passive browsers into active buyers.

The Weather Company’s AI-powered Weather Targeting solution goes beyond suggesting sunscreen on sunny days. It leverages over 40 years of weather data science to predict consumer needs based on hyperlocal conditions. These conditions can directly influence purchasing patterns across virtually every retail category.

RMNs are growing, but so are the challenges

RMNs have experienced explosive growth, evolving from a $13 billion channel in 2019 to a $50+ billion powerhouse today.² This surge isn’t coincidental. Every major retailer – Walmart, Amazon, Target, CVS – is building sophisticated RMNs to offer brands the holy grail of advertising: closed-loop attribution connecting ad exposure directly to purchase.

But here’s the catch. The fundamental limitation of retail first-party data is its backward-looking nature. It excels at telling you what consumers purchased previously. Still, it struggles to predict why they might buy something new today. To break through these barriers, marketers need targeting signals that explain the ‘why now’ factor that drives purchases – an added data layer that is real-time, dynamic, scalable, and relevant.

Weather: the signal you didn’t know you needed

The relationship between weather and consumer behavior isn’t merely anecdotal – it’s quantifiable. Research shows that weather can explain up to 40.7% of the variance in daily retail sales, depending on the product category and location.³ This effect stems from fundamental behavioral economics: Weather creates both physical needs (e.g., hydration during heat) and psychological states (e.g., comfort-seeking during cold) that directly influence purchase motivation and urgency.

Weather represents a rare triple-threat in the targeting landscape:

• It’s predictive: Unlike most signals that react to expressed intent, weather anticipates needs before consumers search or browse
• It’s universal: Weather affects everyone, regardless of demographic or psychographic profile
• It’s actionable: Weather conditions create clear, time-bound opportunities for relevant messaging

Why Weather Targeting stands out

The Weather Company takes this a step further. Our Weather Targeting technology analyzes billions of data points across over 40 years of weather patterns, sales data, and consumer behavior to identify complex correlations between specific weather conditions and category-level purchasing across the retail spectrum. By using AI-driven forecasts and real-time data, we help advertisers predict what people will need – even before they start searching.

As the world’s most accurate forecaster,⁴ we provide targeting signals that retailers and brands can confidently use in their media strategies days in advance. A complement to first-party data, this approach creates unprecedented planning capabilities in an industry where agility drives competitive advantage. Our signal allows brands to trust in their ability to anticipate demand, not just respond to it. The connection between weather and retail sales is strong. Tapping into that connection means you’re no longer reacting. You’re anticipating.

Strategic applications across retail categories

Let’s look at how it works in execution:

• Home improvement: Rainy weekends spark indoor project interest. Brands push ads for painting supplies and DIY kits.
• Grocery: A heatwave is on the way. Smart RMNs activate ads for frozen treats and grilling essentials across apps and in-store screens.
• Apparel: A cold front is coming to the area. A retail brand promotes cozy layers on a store’s homepage and sends push notifications about outerwear deals.
• Health & beauty: High humidity and UV levels are forecasted. A neighborhood pharmacy app highlights sunscreen, moisturizers, and frizz-fighting hair products.
• Electronics: A snowstorm is expected. Ads for space heaters, home entertainment systems, or even productivity software go live.

When integrated with retailers’ first-party data, these weather signals create defined audience segments with demonstrated intent, which are ideal for driving relevance within the retail environment.

Easy to integrate, easy to scale

The Weather Company’s Weather Targeting solution plugs directly into leading RMN platforms. Advertisers can activate deals through Deal IDs or connect directly without complicated data-sharing agreements.

And measuring success? Straightforward. Brands can track lift in sales, click-through rates, and return on ad spend. Testing side-by-side with standard RMN tactics often shows stronger performance and deeper engagement.

Weather: The strategic edge in retail media’s future

In the race to win shopper attention at the point of sale, timing is everything. Weather Targeting adds that crucial layer of context that first-party data alone can’t provide. It helps brands anticipate needs, personalize messaging, and boost campaign results across categories.

The Weather Company brings unmatched accuracy,⁵ AI-powered forecasting, and seamless integration to help brands move beyond the basket – and into the moment that drives the purchase.

Editor’s note: All data sourced by The Weather Company Back to School Consumer Behavior Survey, September 2024, except where noted.

Why smart back-to-school marketing strategies don’t end in August

A second back-to-school season? It’s real. While many campaigns focus on the early back-to-school rush in the summer, changing temperatures as fall weather arrives create a second wave of shopping demand. Weather-related advertising solutions from The Weather Company can help brands anticipate and prepare for it. So, get out your pencils and take notes as we share how to optimize campaign message timing, boost engagement, and drive better back-to-school marketing results this year.

How fall weather influences parents, students, and educators back to stores

When it comes to back-to-school shopping trends, most marketers focus on discounts, must-have items, and hitting the August shopping peak. Here’s where it gets interesting: The traditional back-to-school shopping season isn’t the whole story. Parents and students often make additional purchases as cooler fall weather arrives in September and October.

Picture this: A mom checks her weather app first thing in the morning and sees an upcoming cold snap. Those jeans and sweaters from last year are likely outgrown. Probably need a new winter coat, too. Not to mention a bigger pair of snow boots. Suddenly, her back-to-school shopping list springs back to life.

This isn’t hypothetical. It’s relatable. For retailers, this back-to-school season revival is an opportunity that may be overlooked. Back-to-school advertising campaigns that account for seasonal weather changes can capture late-season demand and keep brands top-of-mind as parents and students adjust their wardrobes, meal plans, and daily routines.

Weather: Shaping what to buy and where to buy it

“Will I shop online or in-store today?” For 87% of back-to-school shoppers, the weather directly influences their decision. Hot, rainy, or otherwise unpleasant conditions drive shoppers online, while pleasant weather sends them to physical stores.

This provides savvy marketers with a perfect opportunity to adjust their messaging in real-time. When storm clouds gather, your ads can highlight the convenience of online shopping. When sunshine returns, your messaging can highlight in-store exclusives and experiences.

Eyes on the weather: an essential part of the school day routine

Parents and educators aren’t casual weather watchers – they’re weather-obsessed from morning until evening throughout the school year. In fact, 87% of parents check the weather at least once a day.

Getting out the door: Morning (5-9 a.m.)
A staggering 73% check the weather first thing every morning. These early checks help inform decisions about transportation, clothing, and food for the day.

The after-school planning sweet spot: Mid-day (noon-3 p.m.)
Is ultimate frisbee practice still on? About 40% check in during this timeframe to see if the weather might impact after-school activities.

Tomorrow’s planning happens tonight: Evening (5-11 p.m.)
As homework wraps up and night falls, about 23% of parents are buying clothing and school supplies (5-8 p.m.) while many are deciding what food to pack or purchase for the next day: 24% from 5-8 p.m. and 20% from 8-11 p.m. In fact, around 54% say checking the weather is one of the last things they do before going to bed.

Weather-driven advertising drives results

The link between weather and consumer decisions is clear. By leveraging real-time and forecasted weather data, brands can optimize the impact of their back-to-school marketing campaigns and connect with consumers in a meaningful and memorable way.

When brands incorporate weather signals into their back-to-school advertising strategies, they create a more relevant and engaging experience – leading to stronger performance and higher ROI.

Success story

A leading retailer captured parents’ attention on The Weather Channel app home screen as they were actively planning for the new school year. The weather-timed approach dynamically aligned promotions during this back-to-school planning period. The results: a 69% higher CTR compared to the brand’s benchmark.¹

Practical ways to implement weather-smart marketing

Ready to incorporate weather intelligence into your back-to-school campaigns? Here are some A+ strategies:

• Develop a weather-responsive creative that adapts to local conditions
• Target morning and evening weather check times when purchase planning peaks
• Extend campaigns beyond August to capture the temperature-driven “second wave” of shopping
• Adjust online vs. in-store promotion based on forecast conditions
• Allow for regional weather variations in your messaging to provide hyper-local relevance

Back-to-school + The Weather Company ad solutions = success

Weather shapes nearly every back-to-school purchase. Our ad solutions help you appear at exactly those critical decision moments.

Eye-catching creative: Put your back-to-school advertising directly in front of 330+ million monthly The Weather Channel users² when they’re planning their day. Our dynamic Integrated Marquee premium ad creative automatically adjusts to show the perfect message based on local weather, time of day, and location.

Weather smarts anywhere you advertise: Take weather intelligence beyond our channels with Weather Targeting that works across your entire digital campaign. AI-powered technology and hyperlocal weather data from the world’s most accurate forecaster³ can activate your ads based on the specific weather patterns that influence back-to-school shopping behaviors.

School your competition with weather intelligence

Don’t just capture the first wave of back-to-school shoppers. Be there when temperatures drop, and those summer purchases no longer make the grade. From fall clothing restocks to snow day preparations and after-school planning, the weather influences decisions throughout the entire school year. With The Weather Company advertising solutions, your back-to-school marketing campaigns will be at the top of the class.

Spring isn’t just a season – it’s a powerful marketing catalyst. After enduring winter’s hibernation, shoppers emerge with refreshed mindsets and open wallets, ready to engage, explore, and spend. This spring buying season psychology is remarkably predictable: 45% of consumers report spring as the time they’re most likely to experiment with new products and experiences.²

For marketers, this season represents a golden opportunity. Spring advertising campaigns capture audiences when they’re naturally more social, less price-sensitive, and actively seeking fresh experiences – whether planning warm-weather travel, refreshing their homes, or recommitting to wellness goals. The Weather Company’s advertising solutions provide the contextual targeting and high-impact creative that advertisers need to capitalize on this seasonal momentum. We connect your brand with consumers at the perfect weather moment, when seasonal mindsets drive engagement and boost conversions.

Spring buying behavior: Why timing matters

When it comes to spring advertising campaigns, timing isn’t just important – it’s everything. From the moment spring weather enters the forecast, consumer psychology fundamentally changes. In fact, even just the forecast of spring weather in the days ahead is enough to drive behavior. For example, 58% of consumers make a plan to garden or do yard work once spring weather is in the forecast.³

Research confirms that seasonal behavior shifts create distinct consumer patterns, including:

• Spending surge: 69% of consumers report spring weather makes them more social⁴ – which translates  to increased in-store shopping and dining experiences. This behavioral transition creates prime opportunities for weather-based advertising that connects with consumers in these social mindsets.
• Enhanced mood: A remarkable 90% of consumers experience improved mood and reduced stress after getting outside to enjoy spring weather.⁵ This positive emotional state creates the perfect psychological environment for brand discovery and purchase decisions.
• Optimism: 61% of consumers feel optimistic or energetic when spring appears in the forecast⁶ – making them more receptive to brand messages and new products.

These weather-influenced behavioral changes aren’t just interesting data points – they’re actionable intelligence for your spring advertising strategy. By synchronizing your seasonal advertising campaigns with these predictable consumer patterns, you transform ordinary marketing into precisely targeted moments of maximum impact.

Unlocking spring buying season: Industry-specific strategies for weather-based marketing

Spring’s unique energy translates into predictable spending behaviors across multiple sectors – creating prime opportunities for seasonal advertising campaigns.

Home & garden

When leaves start to bud, new DIY projects aren’t far behind. The spring months represent the ultimate sweet spot for home improvement marketing, as project planning and execution peak:

• 43% of consumers make home and lawn improvement products their first purchase of the season.⁷ 
• 86% report spring weather impacts their gardening and landscaping plans.⁸ 

Brands in home improvement, gardening, lawncare and landscaping, home organization, and beyond can leverage these predictable behavior patterns by deploying seasonal advertising campaigns that align with local weather signals – delivering messaging precisely when consumers begin planning spring projects.

Health & wellness

Without question, spring’s bloom brings a predictable spike in health-related purchases. As pollen counts rise, so does consumer demand for specific health and wellness products. Gen Z’s shopping habits in particular reflect an awareness of, and reliance on, weather to inform their allergy purchase activity:

• 42% of Gen Z say their first purchase of spring is allergy medication, compared to 26% of the general population.⁹
• Gen Z is 80% more likely than other generations to buy personal care products at the first sign of spring weather.¹⁰

This seasonal change presents a prime opportunity for health and wellness brands to create Gen Z advertising strategies alongside broader campaigns that reach all allergy sufferers exactly when symptoms begin.

Travel & hospitality

After months of cold weather, consumers are ready to get outside, explore, and reward themselves for surviving the holidays. The spring buying season heats up travel planning for spring break and beyond:

• 35% initiate trip planning when spring weather appears in forecasts.¹¹
• 47% of Millennials report favorable weather forecasts inspire spontaneous road trips, creating perfect opportunities for last-minute promotional campaigns.¹²

Travel marketers who implement seasonal advertising campaigns synchronized with weather can capture consumers during these high-intent planning moments and drive significant booking conversions through precisely-timed, contextual targeting.

Optimize seasonal advertising campaigns with weather-driven ad solutions

Integrated Marquee ad in The Weather Channel app

Reach consumers through The Weather Channel’s digital platforms or extend your weather-driven campaigns across the entire digital ecosystem using our powerful data signals.

High-impact creative: Premium Ad Formats on The Weather Channel digital properties showcase your brand to a highly engaged audience. These platforms reach 330 million monthly users across our digital properties.¹³ Imagine your message in a visually engaging Integrated Marquee on The Weather Channel app home screen, where the creative adapts dynamically based on the viewer’s real-time weather, location, and time of day.

Scalable weather data: Weather Targeting, developed with data from the world’s most accurate forecaster¹⁴ and advanced, AI-driven technology, helps brands align messaging with local weather patterns across the advertising ecosystem. A nuanced combination of weather factors – including real-time and forecasted local condition mixes, temperature, precipitation, and humidity – activates ads in tune with consumers’ seasonal mindsets and behaviors.

Spring ahead of the competition

The numbers tell a compelling story. With spring weather comes heightened consumer engagement. Weather-driven advertising delivers the right message to the right audience at the perfect moment. It expertly aligns your ads with real-time weather conditions that influence buying behavior. Make your spring advertising as influential as the season itself. Spring shoppers are ready to engage. Are you ready to reach them?

The power of a weather strategy

So, what exactly is a weather strategy? A weather strategy is a savvy, data-driven approach that harnesses the power of cutting-edge weather data science and AI to optimize business processes, personalize marketing efforts, and gain an enterprise advantage. It’s about transforming weather from a risk factor into a strategic ally. 

According to a recent research study of nearly 300 executives across the retail, CPG, pharmaceutical, insurance, and travel & tourism industries:

Future-proof your business with The Weather Company

As businesses look to the future, integrating weather intelligence into long-term planning is a must. At The Weather Company, we offer unparalleled forecasting capabilities and weather intelligence that enable businesses to thrive in the face of changing weather patterns. With over 40 years of expertise in weather data science, we’ve become the world’s most accurate forecaster,⁴ a distinction that sets us apart from other providers. Our commitment to innovation and accuracy has earned us the trust of consumers and businesses around the globe.⁵

Beyond accurate forecasts, we provide scalable, proven solutions for consumers and businesses alike. Businesses tapping into these weather insights will be better positioned to anticipate consumer needs and tailor their offerings.

• Our weather intelligence platform and AI provide the precision and scalability your business process optimization needs to stay ahead.
• Weather Targeting enables advertisers to deliver personalized, relevant messaging that resonates with their audience in real time across the digital ecosystem.
• Premium consumer experiences across The Weather Channel digital properties help marketers engage with consumers at scale in meaningful moments to help them live healthier, safer, smarter, and happier.

A robust weather strategy isn’t just a nice-to-have; it’s essential. Let’s work together to create a weather strategy that drives your business forward.