Using Weather Data For Better CTV Targeting
Introducing a new video series called “CTV By The Sea”, where we talk to industry leaders at the 2023 Cannes Lions Festival about the various ways they use CTV, with an eye towards taking the mystery out of it so that more advertisers feel comfortable making CTV a part of their media plans.
In this video, The Weather Company CEO Sheri Bachstein talks about how advertisers are using weather data to create better targeted campaigns on CTV.
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Sheri Bachstein: We provide weather graphics and weather data to the majority of broadcasters in the United States. We have about an 84% market share and we provide that content to them. That means we can really easily align advertising to weather content because we know that advertisers like to be aligned to that.
Weather impacts every person, every day. It not only has an influence on our moods and buying decisions but also on our food preferences. For instance, people are more likely to want a salad when it's hot outside, as opposed to a bowl of chili. This gives advertisers a strong reason to find connections between weather data and the compatibility with their products.
In terms of data usage, we have combined our proprietary weather data with additional data, such as Nielsen's buying data or health data. By applying AI and machine learning, we can derive insights from this. These insights, or triggers, indicate the right time, weather conditions, and location for advertisers to promote their content. This is because we've seen an increase in engagement when these specific conditions occur.
Advertisers can utilize these triggers to augment their campaigns, either on our properties - like The Weather Channel website or our apps - or elsewhere. We've also integrated our weather data into several DSPs and SSPs, offering advertisers even more flexibility in their usage.
Just as an advertiser might select a specific demographic on a platform, they can similarly select specific weather conditions to target. Our system makes this process simple. Advertisers may want the allergy trigger, the auto intender, or the pet lover trigger. They can go into any of these platforms, quickly check a box, and the system will activate when those conditions are met.