The Weather Channel Expands Triggered Advertising Solution

  • Thursday, September 11th, 2014
  • Author: Tim Maytom
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weather channelThe Weather Channel UK has launched WeatherFX Off-Property, enabling advertisers to utilise the companys unique weather-triggered advertising opportunities outside of its own platforms.

The product enables marketers to extend their reach, and offer weather-triggered messaging via contextually-relevant publishers, to deliver an increased return on investment. The new product features specially designed weather triggers, which deliver messaging during periods of optimal relevance to brand-appropriate sites.

“The introduction of WeatherFX Off-Property allows us to efficiently target an advertisers audience wherever they are and at specific times of the day or week, whilst offering them increased reach and return,” said Ross Webster, managing director for EMEA at The Weather Channel. “Weather affects everyone, every day, in every business, and our technology platform WeatherFX simplifies and translates the impact of this data into significant insights for our customers.”

WeatherFX was first launched in the UK in late 2013 through a partnership with Starcom MediaVest Group, enabling marketers advertising on The Weather Channel properties to capitalise on the connection between local weather conditions and consumer behaviour, such as people looking for bars and restaurants on sunny days, or looking for cinemas and other inside entertainment during rainy periods.