This WTF guide, sponsored by The Weather Company, digs into what weather targeting is — how it differs from other contextual signals, common misconceptions and misunderstandings and how advertisers across industries can maximize its effectiveness.
Amid the many shifts in consumer behaviors, trends and other factors, global brands have now made understanding and leveraging consumer decision-making biases a core strategy for how they position themselves for growth and resilience. Leaders are using behavioral economics throughout their marketing strategies, applying the revelation that products are purchased and brands are loved not just for their features, but because they tap into a consumer’s mindset, motivation and emotional state at a specific moment.
To build strong consumer connections even as loyalty and attention become harder to win, brands need alternative signals that illuminate and predict consumers’ mindsets and motivations. A privacy-forward, contextual targeting signal that many marketers, across industries, don’t pay enough attention to is weather.
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