Vistar Media has released a new comprehensive guide to audience and targeting strategies for digital out-of-home.
Digital out-of-home is an intelligent marketing channel. Advertisers can both activate strategic campaigns based on a variety of data sets and change creative at a moment’s notice. From consumer movement patterns, to shopping behaviors, to local weather conditions, brands are able to take a data-driven approach to this powerful, real-world medium.
Brands can plan not only seasonally, but against specific, predetermined weather triggers based on local weather patterns, with media activating in real-time.
To provide a closer look at how data is changing the DOOH landscape, we’ve broken down the basics of how weather triggers can be leveraged in your upcoming campaigns.
WHAT ARE WEATHER TRIGGERS?
Weather triggers are any environmental conditions that have the potential to influence consumer behavior. All weather triggers are relative, determined by location and current conditions. When certain thresholds are met, IBM Watson Advertising Weather Targeting communicates these indicators to Vistar programmatic ad platform. Buyers are then able to activate media where the weather-dependent messaging is most likely to resonate.
Some common weather triggers include:
- High Pollen Count
- Heavy Rain
- Migraine Conditions
- High UV Index
- Cough and Cold Conditions
HOW DO I LEVERAGE WEATHER TRIGGERS FOR MY DOOH CAMPAIGNS?
Marketers can take a variety of different approaches when leveraging weather triggers for a DOOH campaign. Below are a few examples of how brands can implement a weather trigger strategy.
Make it Your Main Strategy
FOR EXAMPLE: An OTC brand that sells allergy medicine might want to focus their efforts on reaching seasonal allergy sufferers. To engage this audience when they’re most receptive to allergy medicine messaging, the brand can activate its DOOH campaign when there is a high pollen count.
Tailor Creative to Match the Trigger
FOR EXAMPLE: Let’s say, you’re a sports apparel retailer and ski season is coming up. While your typical campaign promotes your business more broadly, consider activating a weather-triggered campaign, which enables you to promote your ski equipment only in the days leading up to good snow conditions for skiing.
Data-Driven Strategies are Better Together
FOR EXAMPLE: As an ice cream brand, you’re looking to reach consumers not only when the weather is warm, but also based off of their prior purchases of competitors’ frozen dessert products. By combining these strategies, your campaign benefits from the influence of weather triggers and the relevance of purchase data.
REAL-WORLD CASE STUDY
For a recent campaign, Timberland wanted to reach an audience of “outdoor lifestylers” at key moments when weather conditions could impact their apparel buying decisions.
Through Vistar’s partnership with IBM Watson Advertising Weather Targeting, weather-triggered targeting proved successful in reaching the desired audience and driving foot traffic to Timberland stores.
Additionally, after exposure to rainy and snowy creatives, activated when the local weather conditions were met, we found that the weather-triggered messaging drove a higher store visit rate than the always-on creative.
Want to learn more about weather triggers and how other brands have successfully taken this data-driven approach to their campaigns? Download our new Audience & Targeting Playbook today.