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Weather Channel targets users via hyperlocal, contextual mobile ad campaign

The Weather Channel is running a targeted, location-based campaign that targets potential attendees in ZIP codes surrounding the OMC Emerge event.

Location-based marketing is growing at a rapid pace and marketers are increasingly turning to the technology to drive consumer engagement. This campaign incorporates location and drives awareness for the OMC Emerge city winery event.

?The campaign is a way to show advertisers how they can use TWC?s hyperlocal targeting, geo-fencing with us around events such as sporting, concerts, tournaments and awards shows to target users by location and context, as well as leverage our weather triggering capabilities,? said Eric Hadley, senior vice president of partner solutions and trade marketing at The Weather Co., New York.

How it works
The campaign ran in New York from Oct. 24-25.

When users opened The Weather Channel iPhone, Android and iPad application, there was a mobile banner ad on the top of the screen that read ?Tap here to find a coffee shop right around the corner.?

When users tapped on the mobile ad, they were taken to a mobile landing page where they could learn more about TWC?s platform, in addition to helping consumers find the nearest coffee shop.

The campaign was served to users based on location and their current weather condition.

?We implemented ?rain? or ?clear conditions? weather-triggered adaptors, meaning the app showed a rainy background if it?s rainy outside, or a clear-sky background if it?s fair,? Mr. Hadley said.

?Other functionalities included tap-to-map for finding coffee shops in your area, a tap-to-call our inside sales group, a tap to and a tap to @WeatherFX,? he said. 
?Omnicom is a great partner. What better way to showcase and demo our capabilities than to target their event with a specific message tied to the time, the place and the weather.?

Past efforts
Over the past year, TWC has been making mobile a high priority.

Most recently, the company integrated local, weather-related tweets across its television, Web and mobile platforms in an effort to increase the company?s two-way dialogue with consumers (see story).

?Weather is so inherently mobile ? you need to know the weather when you?re on the go, no matter where you are,? Mr. Hadley said. ?This campaign took advantage of both mobile and hyperlocal  location to give advertisers a feel for the Weather Company capabilities.

?We know weather impact?s everyone?s life, everyday ? it guides them in deciding what to do, where to go, and what to buy,? he said. ?Because of weather?s ubiquitous nature, our brand is inherently local and mobile.

?And with our access to the best weather data in the world and targeted location data, we are able to provide unique and effective targeting solutions that catch consumers in a daily moment in a personally relevant way.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York