Today, online advertisers want to target against a number of different variables and audience segments, ranging from location to demographics to occupation. Where consumers live and travel figures greatly into this targeting, putting Weather.com in a unique position to deliver that data to advertisers.
“Often, marketers and salespeople get caught up in targeting segments that might not have scale, and thus might not perform,” says Jeremy Steinberg, senior vice president of ad sales, The Weather Company. “What’s unique about us is that we have scale across our platform—but weather is inherently local, so we can geotarget and layer that on top of audience segments.”
The site recently began working with Lotame to perfect AudienceFX, Weather.com’s audience targeting solution. “Before building out our platform, we were doing behavioral targeting but couldn’t create segments on the fly,” notes Steinberg. “Now, we can adjust more to what marketers need, based on inventory and who we can activate locally.”
“Weather.com has been collecting a ton of data, and we can help them add value to that, and unify it to customize their offerings,” says Andy Monfried, CEO, Lotame. “They can use weather as a hub and look at how that data can affect purchase intent of certain goods, or identify people like business travelers, or moms.”