Spots are broadcast according to various weather criteria and in real time. Certain weather situations serve as triggers for the spot broadcast.
If, for example, temperatures fall to a predefined level, the system is signaled to play the "cold weather spot" or to advertise vacations in the sun. If hail is forecast, the radio consumer hears a spot that provides information on insurance offers for hail damage.
Facts about the effect of weather targeting
- Weather is the second most important factor influencing purchasing decisions
- Depending on the type of product, higher prices can be achieved in good or bad weather
- Brick-and-mortar retailers have more walk-in customers when the weather is nice. Online retail benefits from rainy days
Possible areas of application
- Specific offers on the weather situation (discounts, points, special prices, etc.)
- Reference in the spot to the weather to increase awareness (mention of the current UV index, etc.)
- Selective and targeted advertising of products / offers with weather volatility
- Warning of damage events