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WeatherMatch, new ad targeting

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Mar 5, 2009 

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Edward Barrera  |

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WeatherMatch, new ad targeting

ADOTAS — Weather Underground and Dapper has a new ad targeting product that generates dynamic ads with creative drawn from advertisers’ product catalogs, websites or inventory systems to deliver relevant ads based on each market’s unique weather conditions.

The new targeting product, called WeatherMatch, combines online weather service Weather Underground’s ability to identify the weather conditions for pre-defined markets with ad tech firm Dapper’s ability to interchange content in real time within non-rich media Flash files.

“Weather has an impact on the purchasing behavior of consumers in relation to virtually all products and services,” said Richard Lowden, VP of Sales at Weather Underground. “Weather targeting has been available on wunderground.com for some time but integrating with Dapper’s technology allows our advertisers to simply provide one ad creative that will always be relevant according to the viewer’s weather.”

For example, a fashion retailer can associate each item of its product catalog to a weather condition; if a user is viewing their ad from a location where the weather is sunny then they will view ‘sunny’ items such as t-shirts and beach wear. However, a user looking at the same ad from a location where it is raining will see ‘rain’ items such as sweaters and jackets.

Weather Underground and Dapper will be hosting a webinar to demonstrate the product in greater detail on April 14th at 1pm EST for brand and account managers wishing to better understand how weather can be used to improve the effectiveness of their ad campaigns. Registration and further details can be found at Dapper. 

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Tags: Dapper, internet-advertising, targeting, Weather-Underground and WeatherMatch

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