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:

Weather forecasts shape critical decisions daily.  From planning your morning commute to optimizing global supply chains — forecast accuracy isn’t just preferred, it’s essential.

But what does better accuracy actually mean for those who depend on it? Let’s look at the real-world impact in businesses across industries and why they place their trust in The Weather Company – the world’s most accurate forecaster.¹

Advertising: Turning weather science into marketing ROI

Consciously or subconsciously, weather influences every aspect and decision of people’s lives – how we feel, what we try, and what we buy. Even a one degree Celsius increase in temperature can lead to a 1.2% boost in consumer spending.²

And it adds up: The National Retail Federation estimates that weather affects about $1 trillion in global sales annually.³ When it comes to delivering a brand message in the right moment, to the right people, the precision and accuracy of weather-targeted advertising isn’t just a nice-to-have, it’s a must have.

In today’s cluttered ad environment where every touchpoint counts, marketers can’t afford to waste budget or an opportunity to drive an action. Take it from Ryan Oliver, Head of Communications at EcoFlow — an emerging leader in portable power solutions: “The Weather Company’s credibility and accuracy helped us reach a highly engaged audience actively seeking solutions for weather-related outages, boosting awareness and interest in EcoFlow’s backup power solutions.”

Aviation: Better forecasts, safer flights

In aviation, forecast accuracy directly impacts both safety, customer satisfaction, and profitability. Weather causes approximately 75% of all flight delays⁴ costing an airline an estimated around $60 billion annually.⁵ Further, weather conditions are the source of more than 65% of injuries to passengers and crew due to turbulence.

With accurate, probabilistic forecasts, airlines can better anticipate disruptions before they happen — not just react to them. This leads to better, more efficient route planning, reduced fuel consumption, and happier passengers flying smoother skies. Take it firsthand from Nathan Polderman, Sr. Manager of Meteorology, United Airlines: “United Airlines’ operations are greatly enhanced from the accuracy of The Weather Company forecast data and the ability for their meteorologists — embedded in the United Network Operations Center — to quickly adjust and communicate nuances and uncertainties in the forecast. Precise and accurate weather forecasts are critical to United’s efforts to maintain safe and efficient operations and keep customers satisfied.”

Media: Building viewer trust

For broadcasters, forecast accuracy isn’t just about ratings — it’s the trust currency that makes viewers reach for their channel first. And in the highly competitive media landscape, trusted weather forecasts directly impact station credibility.

Consistent, accurate forecasts strengthen viewer loyalty and position the broadcast team as the authoritative weather source — either nationally or locally. As Patrick Bigbie, Chief Meteorologist, WDAM-TV, puts it: “The Weather Company’s GRAF model is the first one I check each day when building my forecasts and presentations. I find it very reliable and trustworthy enough to share with my viewers.” Mark Nelsen, Chief Meteorologist at KPTV & KPDX Television, adds: “We’ve been using The Weather Company’s GRAF model for over five years now. Its accuracy is remarkable and I’ve learned not to second guess it since it usually proves me wrong.”  GRAF, a proprietary global weather modeling system, is just one of the many forecasting technologies built and used at The Weather Company to drive the accuracy of our weather forecast portfolio.

Government & defense: When missions and lives are at stake

In defense operations, even minor weather forecast deviations can compromise asset deployment, technological capabilities, and personnel safety.

With weather intelligence that accurately predicts weather conditions on the ground and in the air, military personnel teams can better prepare for the operating conditions they’ll face in the field. This preparation allows for tactical adjustments that create strategic advantage. When adversaries rely on less accurate or incomplete information, your enhanced weather awareness becomes a decisive operational edge.

This tactical advantage becomes increasingly valuable in today’s more volatile operational environments. Gareth Collier, former Special Forces Officer, drives home the importance: “For military capability and personnel safety, forecast accuracy isn’t just a matter of convenience — it’s critical to both mission success and saving lives. Weather conditions affect everything across soldier welfare, platform preservation, and tactical advantage. Precise meteorological information is a force multiplier that enables optimal military strategy and operational planning.”

Not all forecasts are created equal

Many claim it, but only one forecaster can prove it: The Weather Company is the world’s most accurate forecaster.⁶ Delivering this level of accuracy doesn’t happen by chance. It requires a unique approach to weather forecasting that only The Weather Company has pioneered and continues to perfect.

Since our inception nearly five decades ago, we’ve combined human, meteorological expertise with proprietary, state-of-the-science technologies and AI to provide accurate forecasts and scalable solutions for people and businesses alike. And with that accuracy comes trust – trust that has earned us the distinction of being the most trusted weather provider and one of the top 15 most trusted brands among all adults in 2025.⁷

Solutions to thrive in the face of impactful weather

Accurate weather data helps instill confidence, drive decisions, and propel the world. That’s why we’re committed to continuous innovation of current and future solutions, including:

• Weather Data APIs: We deliver real-time and historical weather data that provides high-resolution, continuously-updated, and hyper-local intelligence.
• Consumer experiences: We’re trusted by more than 330 million monthly people each month across all digital properties including weather.com and The Weather Channel app.⁸ The Weather Channel app stands as the #1 most downloaded weather app in the U.S, a daily habit for over 50 million people.⁹
• Enterprise solutions: Our solutions power decisions for 2,000+ enterprise customers across media (600+ broadcast stations), aviation (25,000+ flights per day), government, defense, agriculture, insurance, automotive, retail, CPG, pharma, energy, and beyond.

The best of both worlds: Human expertise + AI precision

We combine human meteorological expertise with advanced AI to create forecasting capabilities that neither could achieve alone:

• Human guided, AI-powered approach: 100+ meteorologists collaborate with our AI systems through a “human over the loop” model, combining decades of expertise with cutting-edge technology to deliver fresh, precise, more accurate, and actionable forecasts.
• Scientific collaboration: Our ongoing work and dialog with the broader scientific community includes NCAR, UCAR, and NOAA, accelerating our innovation while advancing capabilities for everyone.
• Technological rigor: We process 75+ billion terabytes of data daily across 100+ forecast models to create 25+ billion personalized, on-demand forecasts for 2.2 billion global locations. As a component of that technology stack, our proprietary, high precision weather modeling system, GRAF, provides hourly updates that can predict something as small as a thunderstorm, virtually anywhere on the planet.

When weather shapes decisions, accuracy is the only option

For decisions that affect people and businesses everywhere, you need forecasts you can count on every time.

The question isn’t whether you can afford accurate weather intelligence, but whether you can afford to be without it. It’s your turn: Discover how our unmatched forecast accuracy can transform your business outcomes.

At this year’s Cannes Lions, the weather wasn’t just a backdrop — it was the story.

From sun-scorched yachts to rooftop panels that felt more like saunas, heat stole the spotlight right alongside AI. Fans became fashion statements. Shade was VIP real estate. And while creative ideas were buzzing, so were the forecasts — including ours, which accurately predicted the scorcher ahead of the Festival.

But here’s the thing: You didn’t have to be sweating along the Croisette to feel the heat.

Because as of last Friday, summer is officially here — and it’s coming in hot. Literally.

This week, more than 150 million Americans are under extreme heat alerts as a massive heat dome settles over the Midwest and Northeast. Records are being shattered. Power grids are strained. And cities from Chicago to New York are facing triple-digit temperatures.

The heat is on — for everyone

This heat wave is more than a passing discomfort — it’s a strategic inflection point. One that reinforces the same takeaway we saw in Cannes: You can’t control Mother Nature — but you can absolutely control how ready you are for her.

What the forecast tells us

• A massive heat dome has parked itself over the Midwest and Northeast, creating several days of scorching heat — not just triple-digit “feels-like” temps, but actual air temps topping 100°F in multiple cities.
• Even major urban centers are breaking old records: Boston already hit 102°F, mirroring Phoenix; New York’s Central Park is flirting with 100°F — the first June 100-degree day since 1966.
• Nighttime offers zero relief. Overnight lows stuck in the 70s or higher mean no cooldown — just baked-in fatigue.
• Dangerous humidity compounds the issue: dew points in the 70s are amplifying the heat index — turning 100°F days into 110°F+ feels-like situations.
• Millions face health risks and disruption: travel delays, train slowdowns, stressed power grids, and canceled events are all rolling out in real time.

For the most up-to-date forecasts and alerts, head to weather.com or check The Weather Channel app.

This isn’t a brief summer flare-up – it’s a multi-day, city-wide test of resiliency. And as Cannes taught us, the brands that see the heat coming are the ones best equipped to lead through it.

Lessons for brands: Don’t just react. Forecast. Adapt. Lead.

1. The forecast is a strategic tool

   Just like our Cannescast let attendees plan ahead for the heat, brands need environmental intelligence to anticipate how conditions will impact everything from supply chain to customer mindset.

2. Adaptability isn’t a luxury — it’s growth fuel

   At Cannes, some brands scrambled with last-minute giveaways. Others used AI and data to shift campaigns, activations, even locations – on the fly. Those are the brands that won the moment and the message.

   One standout? FCB and Hyundai Motor won two Gold Lions and one Silver Lion in the Digital Craft category for its ‘Tree Correspondents’, the company’s first brand campaign on the ‘IONIQ Forest.”

   The campaign uses data from The Weather Company and AI to analyze ecological data from global IONIQ Forests, providing insights into forest health and biodiversity through innovative storytelling. That’s not just award-worthy creativity — it’s future-proof thinking.

3. Your customers are hot, too — help them

   Whether it’s sun-safe products, hydration-ready bundles, or location-aware messaging, the brands that offer relief are the ones that earn relevance. Consumers remember who showed up with empathy and action.
   

Each year, we honor select Rainmaker brands and agencies innovating with weather in groundbreaking ways.

From climate to commerce: Why AI is the great equalizer

In an unpredictable world, AI turns chaos into clarity. It allows marketers to model scenarios, tailor messaging to hyperlocal conditions, and pivot in real time. Not just to survive the heat — but to build resilience, drive growth, and actually thrive in it.

The takeaway? Don’t get caught fanning yourself in the heat. Be the one handing out the shade — with strategy.

Summer’s here. The heat is real.

Is your brand ready to handle it — or harness it?

Let’s make this season a case study in how foresight fuels resilience.

Want to stay ahead of the heat — and your competition? Reach out to The Weather Company team to explore how we can help you turn environmental intelligence into strategic advantage. From AI-driven insights to climate-informed campaigns, we’re ready to partner with brands that want to lead, not just react.

And if you missed us in Cannes (or just want to relive it), check out our sizzle reel — yes, it’s hot in more ways than one.

Every June, the global creative community descends on the sun-drenched shores of the French Riviera for the Cannes Lions International Festival of Creativity. What began as a celebration of the world’s best advertising has evolved into a sprawling summit of ideas, innovation, and influence, spanning brand storytelling, cutting-edge technology, consumer insight, and cultural trends.

In 2025, this convergence of creative forces occurs amid a complex and rapidly shifting backdrop.

Climate volatility is no longer a future risk – it’s a present reality, affecting everything from travel logistics to campaign planning. Artificial Intelligence, once a curiosity, has become a cornerstone of marketing operations, prompting urgent questions about ethics, integration, and impact.

Meanwhile, consumers are more connected, discerning, and demanding than ever before. They expect personalization, authenticity, and purpose – not someday, but now.

Amid all this change, one truth remains: those who adapt to the moment will influence what comes next. That’s where The Weather Company steps in.

At The Weather Company, we know weather is more than a forecast; it’s a behavioral, emotional, and economic force. From influencing what consumers buy to when and how they travel, shop, and engage, the weather shapes decisions at scale. And with the right intelligence, it becomes a powerful creative asset.

The Cannescast is your guide to Cannes Lions 2025 – what’s ahead, what’s heating up, and how brands can turn uncertainty into opportunity. From weather trends to tech talk, creator power to AI progress, we’ll explore the themes that will define this year’s festival and beyond.

Mother Nature: the main event

Let’s start with the skies above.

While Cannes is known for its balmy Mediterranean climate, the weather has a way of influencing the mood, movement, and marketing magic of the festival.

A sudden downpour can scatter beach activations and push networking inside; an unexpected heatwave can drive attendees for some shade rather than sit through sessions. And a cool, breezy evening can transform a casual happy hour into a brand’s most memorable oceanside engagement.

After a few years of mood swings – 2022’s rain and heat, 2023’s wind-whipped chaos, and 2024’s cool-down throwback to 2014 – Cannes 2025 is bringing the heat. Literally.

This year’s festival is shaping up to be a sun-soaked scorcher. Forecasts call for warm, dry conditions with highs well above average. This will most likely mean low 80s°F/high 20s°C, with a real possibility of hitting 86°F/30°C. Thunderstorms aren’t likely, but never say never. While we see the highest chance of dry weather, it may not stay that way, with risks of isolated showers and thunderstorms on Monday, June 16 and Thursday, June 19.

The Mediterranean is running hot too, with sea surface temps into the low 70s°F/low 20s°C. That’s a potentially positive signal for sustained summer vibes across the region. Weather models point to a dry lead-up this week with temps steadily rising to the 82-86°F/28-30°C range. The main wildcard will be gradual heat buildup, with the hottest temperatures expected in the days immediately ahead of the festival. There’s growing potential for a spike into the upper 80s°F/low 30s°C, especially across southern France – make sure to break out the SPF if you’re arriving early.

In other words, prepare for a festival that’s creatively and meteorologically hot. Of course, Mother Nature can be fickle, so the best way to stay in the know and ahead of any proverbial storm is to frequently check The Weather Channel app or weather.com.

Hot topics: what’s on our radar

Each year, Cannes serves as a cultural barometer for the marketing world. The ideas that spark conversation here often ripple outward, shaping strategy and budgets across the globe. Here’s what we predict will define the discourse in 2025:

Creators take center stage

The creator economy is no longer a side hustle; it’s a core brand strategy. In 2025, the focus is shifting: it’s not just about reach or viral trends. Creators are becoming true co-authors of brand narratives.

This year brings deeper conversations around creator equity, ownership, and voice. Influencers want creative control, and brands are moving toward long-term, purpose-driven partnerships.

Audiences are savvier than ever. They can spot forced content instantly, and when it feels fake, engagement drops. In 2025, authenticity is no longer optional.

The most effective brand stories will be co-created with creators who offer not just reach, but real resonance. These are voices with credibility, lived experience, and a deep connection to their audiences.

But collaboration alone isn’t enough. Smart brands will also prioritize context, delivering content that’s not only well-made but perfectly timed, placed, and attuned to the moment. The result will be content that not only reaches people but also moves them.

AI: from “wow” to “how”

Dare we say… the only thing people may be talking about more than weather is AI. We’re right there, too. AI has long played an important role in how we’ve consistently been recognized as the world’s most accurate forecaster.¹

Expect forward-thinking conversations about how AI can solve real problems, with an eye on ethics, authenticity, and impact.

• Beyond the hype: From tool to teammate | AI won’t just be discussed as a creative shortcut – it’ll be positioned as a true collaborator. Expect panels and brand activations to explore how AI augments human creativity, not replaces it.
• Authenticity + intelligence | There’s growing tension between AI-generated content and the human need for authenticity. Expect conversations around how brands can strike that balance – especially in campaigns that rely on emotion or identity.
• Measurement, ROI, and creative impact | This year’s big question: “Does AI-driven creative actually perform better?” You’ll hear more about how AI is being used to optimize campaigns and drive measurable outcomes, especially as marketing budgets tighten.
• Ethics, ownership, and creative credit | The conversation around AI’s legal, ethical, and cultural implications is heating up. Cannes panels will likely tackle questions like: Who owns AI-generated work? How do we ensure DEI in data-driven creativity? Can brands build trust while using AI?
• AI for good | Some of the more forward-looking brands will focus on AI’s potential to address changing climate, crisis response, and social impact – aligning with Cannes’ increasing focus on purpose-driven work.

Storming the scene: must-attend sessions

We’re sprinkling our insights throughout the festival this year and welcome you to join the conversation.

Monday, June 16 | 10:30 am
Power Panel: Navigating the Future of Modern Marketing
T-Mobile Cabana

Monday, June 16 | 1:00 pm
Meet the Rainmakers: Leading Brands Revolutionizing Consumer Connection
Brand Innovators Beach, Rado Plage

Monday, June 16 | 1:30 pm
The Future of Audio in an AI-Driven Creative Landscape
LBB & Friends Beach, 65 Bd de la Croisette

Wednesday, June 18 | 1:30 pm
Agency, Opportunity and Hope, An Optimist’s View of the Climate
LBB & Friends Beach, 65 Bd de la Croisette

Can’t make our sessions? You can still get inspired. At The Weather Company, we partner with forward-thinking brands that use data and context to fuel creativity and impact. We call them Rainmakers — marketers who know that smart strategy is the real superpower behind standout work. These campaigns show the power of contextual creativity. From shifts in the sky to shifts in behavior, the best marketing is rooted in the moment and executed with precision.

Meet the 2025 Rainmakers turning insight into influence

Why: Drive consideration for the all-electric Wagoneer S-EV among adventure-minded consumers.

How: Jeep tapped into the natural synergy between weather, wanderlust, and the open road. By aligning creative with peak outdoor travel moments (long weekends, hiking season, warm-weather getaways), the brand reached audiences in a planning mindset. Using weather-driven insights, Jeep delivered immersive takeovers across high-impact channels, showcasing the Wagoneer S-EV’s power and performance when adventure was quite literally in the air.

By meeting consumers when they were dreaming, booking, and packing, Jeep made the Wagoneer S-EV feel less like a concept and more like their next great escape.

Why: Boost sales of weather-sensitive auto care products like Armor All® and A/C Pro®.

How: Energizer leaned into seasonality and precision, targeting key markets when conditions were ideal for car care (think: sunny weekends, rising temperatures, and road trip season). Using localized weather triggers, the brand activated timely campaigns with custom creative that spoke directly to consumers’ needs in the moment. Placements spanned native video, home screen takeovers, and programmatic buys via The Trade Desk and Meta to maximize reach and relevance.

By syncing messaging with real-world conditions, Energizer transformed routine maintenance into a real-time decision, enhancing both visibility and conversion when intent was naturally high.

Why:  Educate families to help them anticipate mosquito activity and plan protection ahead of time.

How: SC Johnson’s OFF! turned seasonal annoyance into strategic foresight with OFF!Cast, a predictive mosquito activity index powered by proprietary and weather data. By forecasting where and when mosquito outbreaks were likely, the brand delivered hyper-targeted messaging across digital, social, DOOH, and even retail via Salesforce. The goal: align consumer demand with on-shelf inventory before the bites begin while increasing confidence in their ability to enjoy the great outdoors.

OFF! met families with helpful, proactive guidance by turning weather data into peace of mind and smarter purchase timing.

Why: Make the global issue of deforestation feel human and immediate through emotionally resonant storytelling — advancing Hyundai’s sustainability mission by connecting audiences to the natural world in a more personal and powerful way.

How: Created by FCB New York, Tree Correspondents transformed weather data and real-time environmental data from Hyundai’s IONIQ Forest into compelling, emotionally resonant stories – giving trees a voice like never before. The campaign used a combination of AI, custom-built language models, and a network of sensors to capture hyperlocal tree data, including soil health, weather patterns, and environmental stress. These signals were then translated into first-person narratives from the perspectives of trees – giving newsrooms around the world a live journalistic tool to help elevate awareness of deforestation.

This memorable, mission-driven experience shifts the climate conversation from abstract statistics to immersive, first-person accounts of life in a changing forest – giving nature a role it never had before: that of the source.

Why: Build awareness for EcoFlow’s portable power stations during peak outage season, when reliability and self-sufficiency are top of mind for consumers.

How: EcoFlow tapped into a rising consumer need: staying powered and prepared in the face of increasingly erratic weather. By leveraging The Weather Company’s real-time forecasting, the brand delivered dynamic, hyper-relevant messaging before and after major weather events, positioning its products as timely, trusted solutions. Creative was synced with local forecasts and deployed across high-impact channels, including The Weather Channel app, The Trade Desk, and Meta, ensuring reach and resonance when audiences were most alert and action-ready.

It wasn’t just about promoting power — it was about empowering people to stay safe, connected, and in control when the grid couldn’t deliver.

Weather ready = travel steady

Let’s not forget: before the panels, parties, and presentations come planes, trains, and packing. In 2025, travel is as up in the air, as ever. In fact, according to the FAA, 75% of air traffic delays are due to inclement weather.² Which is why our work with airlines is so critical: 25K flights per day rely on The Weather Company for safe passage and minimal logistical bottlenecks.

Be sure to check out our newly launched in-app Air Travel feature that provides travelers with real-time, hyperlocal forecasts and insights into delays and cancellations for every leg of your journey, empowering them to make smarter decisions from takeoff to touchdown.

Otherwise, whether you’re jetting in from New York or hopping a train from Paris, here are a few quick tips to help ensure smooth skies:

Quick-hit travel tips

1. Check your departure and arrival airports the night before — weather delays in one region often cause ripple effects across the entire air traffic network.
2. Watch the weather at your layover — a sunny departure doesn’t guarantee a smooth connection, so keep tabs on every stop in your itinerary.
3. Pack for the unknown — a light jacket, backup battery, and versatile shoes can save you when plans shift from panels to pop-ups.
4. Hydrate early and often — between the Riviera sun and a completely booked agenda, it’s easy to overlook taking some sips of H2O until you’re running on fumes.
5. Dress for humidity, not just heat — opt for light, breathable fabrics and a hat as part of your unofficial Cannes uniform.
6. Respect the sun — use SPF 50+ or higher, reapply regularly, and don’t hesitate to seek some shade while networking between sessions.
7. Keep a regular sleep schedule — a packable cooling pillow might be the unsung hero of your Cannes survival kit.

The Cannes Lions experience should start with excitement, not stress. With the right forecast, you travel smarter, arrive ready, and make every moment count.

Creativity in any climate

Cannes Lions 2025 is shaping up to be yet another memorable moment for the work on display, as well as for how we think about creativity, technology, and the role of real-time weather intelligence. From climate-aware storytelling to AI-powered activations, the future belongs to those who can read the moment and respond with relevance.

At The Weather Company, we’re here to help you (and companies across industries) make better, data-driven decisions. Whether you’re on the ground in Cannes or watching from around the globe, we invite you to stay curious, stay prepared, and stay tuned.

Skies may shift – but bold ideas always shine. See you on the Croisette.

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.

• Weather intelligence can offer a strategic edge for QSRs facing rising tariffs and supply chain pressures. 

• Weather data paired with sales and supply chain data can help identify seasonal consumer behavior shifts to better inform and guide menu planning. 

• Targeted weather-based promotions can help drive efficient customer engagement during economically sensitive periods. 

• The combination of weather and supply chain insights supports agility and operational efficiency in tariff-impacted markets. 

The quick service restaurant (QSR) market operates in a pressure cooker, constantly balancing customer demand, operational efficiency, and fluctuating costs. Now, throw in the uncertain impact of tariffs, which can impact ingredient prices, supply chain stability, and even consumer spending habits. In this volatile environment, QSRs need every advantage they can get.

Think about the ripple effects of tariffs and food prices. Increased costs for imported ingredients might require menu adjustments or price increases. This, in turn, could influence customer choices. Simultaneously, weather continues its relentless cycle, impacting everything from foot traffic, to ingredient availability, to delivery demand. Smart QSR operators are realizing that understanding the interplay between these economic pressures and weather patterns is the key to staying ahead.

The strategic advantage: Weather intelligence in a tariff-sensitive market

While you can’t control global trade policies, you can control how you leverage data to navigate the resulting challenges. And one of the most powerful, often overlooked, data sources is weather intelligence. Imagine this: Tariffs drive up the price of a key ingredient for your popular summer menu item. You need to pivot. Weather intelligence can help provide crucial insights:

• Demand forecasting for alternatives: If the cost of imported beef for burgers increases, you might consider promoting chicken or vegetarian options. Weather patterns can help predict which of these alternatives will be most popular in different regions and at different times. For example, a heatwave might drive demand for lighter, non-beef options. In fact, 42% of people say they buy lighter and healthier foods when summer arrives.²

• Optimizing promotions: To offset potential price sensitivity due to tariffs, targeted weather promotions become even more critical. Weather-driven offers can drive traffic during specific times. A “rainy day comfort food” promotion might entice customers even if overall spending is tighter due to economic concerns. This is especially relevant considering that 61% of people choose more convenient food options, like delivery or quick meals, during hot or humid weather.³

• Supply chain agility: Weather and supply chain factors can exacerbate disruptions, especially for temperature-sensitive goods. Granular weather forecasts can help anticipate potential delays and inform inventory management, ensuring you have the necessary ingredients on hand without overstocking (especially important when ingredient costs are fluctuating due to tariffs). For instance, knowing a major storm is approaching a key distribution hub allows for proactive adjustments to delivery schedules.

• Menu diversification based on local conditions: Tariff impacts might vary regionally. Weather intelligence can help identify regional preferences for different menu items. If a certain region is experiencing an unusually cold spring, promoting warmer, heartier options might be a smart strategy, regardless of broader economic trends. Remember, 33% of people say spring weather impacts when they order food for delivery.⁴

The Weather Company: Your navigator through economic and meteorological uncertainty

The Weather Company, the world’s most accurate forecaster⁵ provides QSRs with the sophisticated tools needed to not only understand weather’s impact but also to strategically respond to the challenges posed by a fluctuating economic landscape:

• Hyperlocal, predictive weather data: Get down-to-the-minute forecasts for each of your locations, enabling more informed adjustments to staffing and inventory in response to immediate weather conditions, which can amplify or dampen the effects of tariff-related price changes.

• Historical weather analytics paired with sales data: Analyze how past weather events and periods of economic change (like previous tariff implementations) impacted specific menu item sales. This dual-layered analysis provides deeper insights for future planning – perfect for streamlining QSR operations.

• Targeted marketing powered by weather: In a tariff-conscious market, highlighting value is key. Use weather conditions to promote family meal deals on stormy evenings or discounts on less expensive menu items during periods of economic uncertainty – boosting customer engagement in restaurants.

• Operational optimization for cost efficiency: Efficient delivery routes based on real-time weather can help save on fuel costs, a crucial factor when other operational expenses might be rising due to tariffs. Accurate staffing based on weather-driven demand prevents overspending on labor during slow periods.

Thriving in the face of change: QSR resilience powered by weather intelligence

The QSR industry has always been about adapting to customer needs and market conditions. In an era marked by both a changing climate and economic headwinds like tariffs, the ability to leverage data for informed decision-making is key. Weather intelligence from The Weather Company isn’t just about predicting rain; it’s about providing a strategic lens through which QSRs can better understand customer behavior, optimize operations, and ultimately, build resilience in the face of any challenge.

Ready to equip your QSR business with the intelligence to help navigate both meteorological and economic storms? Discover how The Weather Company can be your strategic advantage.

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.

The air was buzzing with fresh ideas and forward-thinking conversations at the 2025 DTC National Conference. Our team at The Weather Company was on the ground picking up on important themes, and connecting with industry leaders who are shaping the future of pharmaceutical marketing. We left energized by the clear opportunities we see for weather intelligence to revolutionize patient engagement.

Top takeaways: 3 themes transforming pharma marketing 

The Weather Company team identified these industry-wide transformations. Discover how weather intelligence serves as the hidden connector that can provide a crucial edge: 

1) Taking the pulse of regulation shifts

Jim Potter of the Coalition for Healthcare Communication highlighted the potential threats of discontinuing direct-to-consumer advertising. While DTC issues are challenged in courts, maintaining current, effective strategies is paramount.

2) Breaking down silos: The need for cross-channel connection

A recurring challenge voiced by agency leaders: the fragmentation of marketing teams working in silos across different channels. There’s a clear need for better integration between omnichannel, integrated media, search, social, digital out-of-home, and more — across both DTC and HCP efforts. The Weather Company offers a unique advantage by providing a cross-platform approach that bridges targeting capabilities across these very channels.

As both media publisher and data provider for DTC and HCP teams, The Weather Company Pharma team can be your connective tissue. Specifically, we bring together insights across teams to help you deliver consistent, contextually relevant messaging wherever your patients are.

3) From data rich to insights poor: The power of actionable analytics

Many agency partners expressed the difficulty of turning vast amounts of data into actionable insights for targeting and marketing decisions. In the pharma industry, where data compliance and audience quality are critical, this challenge is even more pronounced.

That’s where weather-based insights from The Weather Company shine. The Weather Company doesn’t just provide data. Predictive insights can help anticipate patient needs, based on the proven and predictable impacts of environmental conditions on health outcomes. We combine over 40 years of accurate,¹ granular weather data with health-related datasets — from partners like IQVIA and Merative — to reveal crucial “micromoments of influence” that drive healthcare actions.²

Weather calling the shots: The real impact on healthcare behavior

It’s easy to think of weather as merely something to check before heading out the door. But the reality is far more profound, especially when it comes to health. Weather patterns act as an universal, scaled signal impacting health symptoms and actions for a wide range of conditions. Consider this: 85% of migraine sufferers report weather as a key factor in symptoms.³ This isn’t just anecdotal; it’s a scientifically-backed connection that creates a powerful opportunity for more precise and impactful marketing.

Our session: Unlocking the power of weather in pharma marketing

We were thrilled to lead a session exploring how pharma marketers can leverage weather intelligence to improve engagement and efficiency. We delved into consumer behavior research, the scientific connection between weather and health — like migraine, for example — and showcased how innovative brands are already seeing significant results.

As Patrick Gipson, Pharma Senior Strategic Account Lead, noted in our session, “We’re not just working with partners when it comes to running creative on weather.com and The Weather Channel app, we’re also helping brands take our predictive healthcare targeting and deploy it across the full digital ecosystem. This targeting is ultimately going to help your campaigns become more intelligent, more efficient, and reduce your media waste.” Consider this: Understanding when, where, how, and why patients are taking key actions — it’s often driven by local weather conditions, allowing for hyper-relevant and timely communication.

As Patrick emphasized during the session, “Weather is really just another tool in a lot of these consumers’ and patients’ belts to help them take better control and better understand their health and what environmentally is impacting their health.”

The competitive advantage is clear

The conversations at DTC National underlined the increasing complexity of the pharma marketing landscape. Evolving regulations, fragmented media, and the constant pressure to connect with patients in meaningful ways demand innovative solutions. 

Weather intelligence is no longer optional: It’s an essential, privacy-forward signal that provides a unique lens into health outcomes. Are you ready to tap into this powerful connection? The competitive advantage for those who incorporate weather into their pharma marketing strategy is not just clear — it’s waiting to be seized. 

Explore how The Weather Company can help you unlock a new era of patient engagement and marketing impact.

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?

• Advertisers tapping into retail media networks gain a competitive edge when Weather Targeting adds real-time, localized signals to personalize shopper engagement.

• Weather Targeting enhances first-party data by adding a privacy-compliant, predictive layer that captures consumer intent before it’s expressed.

• Campaigns incorporating weather data can see measurable improvements in engagement, conversion rates, and overall return on ad spend.

• The Weather Company provides AI-powered targeting solutions to help deliver reliable performance at scale.

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.