AccuWeather.com Targeting Ads Based on Weather Conditions

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Online advertising can be targeted based on a number of factors, including age, gender, geography, or interest. Now you can add weather conditions to that list.


AccuWeather.com, the weather portal run by AccuWeather Inc., State College, PA, has introduced Weather-Triggered Marketing, a way to target ads online to consumers based on current weather conditions in any zip code. The company will be testing the service until Feb. 15 with Haband Online, the e-commerce arm of mail order clothing retailer Haband Co.


"Advertisers might want to target rain gear right before it rains," said Mike Steinberg, AccuWeather's senior vice president. "We can target ads for anything that makes sense for the weather market."


During the test of the service, visitors to www.accuweather.com who view the site where the local temperature is below 40 degrees will receive a special, targeted banner ad for Haband Parkas. AccuWeather said it can offer Weather-Triggered Marketing based on specific temperatures, precipitation, wind speed, UV index, snow, ice and other weather conditions.


Steinberg said that the AccuWeather.com Web site received 4.5 million unique users in December and recorded 40 million page views. The company developed the technology behind the targeting system in-house, he said.


"Our forecasts are unique in their level of sophistication," Steinberg said. "This helps advertisers to target ads that are extremely relevant to the user."
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