Twitter Forecast: Cloudy with a Certainty of Hyperlocal Weather Targeted AdsBy: Josh Wolford - June 12, 2014
In the near future, you can expect to see a new type of promoted tweet that’s appearing in your feed because it’s raining outside.
Or because the forecast calls for a b-e-a-utiful weekend.
Twitter has partnered with The Weather Company (Channel), who will be “the first media partner to tap into Twitter’s ad API,” to allow marketers to target, in real-time, Twitter users based on the current or upcoming weather in their hyperlocality.
Let’s make sense of a particularly thorny paragraph of ad-speak, shall we?
WeatherFX enables brands to capitalize on weather’s effect on consumers by automatically triggering advertising in real time against hyper-local conditions…
If it’s sunny and nice in your area, you might see a promoted tweet for a brewery’s light, crisp pilsner.
Advertisers can dynamically activate different Promoted Tweets within each geolocation…
And if it’s cold and rainy somewhere else, those people will see promoted tweets for the brewery’s dark, rich coffee stout.
WeatherFX triggering factors in a variety of different weather conditions and condition mixes, including temperature, humidity, wind, rain, dew point and more, and/or can be a combination of weather-triggering targeting and Twitter’s targeting abilities such as location, user’s interests, keywords, device, and more…
The ad overlords have brought their A-game. Dew point?
“Marketers have a search strategy and a social strategy. But with one-third of the economy impacted by weather, most marketers also need a weather strategy,” said Curt Hecht, chief global revenue officer for The Weather Company. “Providing marketers with the means to weather-trigger tweets helps them create more locally relevant content for each and every Twitter user.”
Here’s an obviously fake tweet, for context:
All kidding aside, this is a solid partnership that it likely to entice plenty of marketers to let Twitter target based on the weather. The fact that it’s so easy for me to think up scenarios where this could be useful is a testament to that.
Image via YouTube