Advertisers Need to Pay More Attention to the Weather When Planning Campaigns

Consumer habits are often shaped by how warm or cold it is outside

Illustration of a sun with a small cloud, cloud, rain cloud and snow clould above a peace sign and smiling face and other shapes.
Temperature changes and weather patterns play into what consumers do and what they want to buy. Unsplash

Advertisers have got a lot to think about. For one thing, trends are constantly shifting in terms of the creative that resonates most with audiences as well as the types of messaging that those audiences respond best to. On top of that, there is a fair amount of work that goes into determining who the target audience is in the first place. Generally speaking, I’m all for lightening the workload, but I also think that there is a huge missed opportunity that advertisers aren’t paying attention to. Namely, the weather.

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Jeremy Fain is the CEO and co-founder of Cognitiv.