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April 9, 2013

Weather-based Ads

by EKwon

Based on an article recently posted on AdWeek, companies are now purchasing real-time mobile ads to be targeted at consumers depending on the current weather in their location. Twitter and The Weather Channel have used this as an opportunity to capture more ad revenue by creating a new weather-based ad-targeting product it announced last week. While other forms of targeted promotions have sometimes been viewed as “creepy” or crossing a line in regards to privacy, using location-based targeting may (or may not) be more well received, as it is technically not tracking a specific consumer’s particular behaviors. It will be interesting to see how successful location-tailored ads will be for companies who try to capitalize on the growing mobile trend, and how consumers react to this new form of “contextual” advertising.


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