Why Weather Matters
Weather is the most primal and universal factor in consumer decision-making. It affects where we go, what we wear, what we eat, what we buy – and crucially, how we feel.
This makes weather data the perfect tool for contextual targeting. It is virtually the only real-time data-set available to marketers which provides an insight into a consumer’s mood, desires, and purchase intent at any given moment.
By utilizing weather targeting to deliver customized creative, marketers can drive higher campaign returns through more meaningful consumer interactions.
- Weather is the 2nd biggest influence on consumer behavior after the state of the economy
- Weather affects around $3 trillion worth of business in the private sector alone in the US.
- 70% of British people check the weather forecast at least once every day