Advertising Is Facing Winds of Change…

Not to mention some rain, snow, humidity and heat.  

But despite a forecast of continued marketing disruption—shifting consumer behavior, new advertising platforms and channels, emerging technologies, and ongoing privacy concerns—one thing remains constant: weather’s influence on consumers.  

When you think about it, weather affects practically every purchase and lifestyle decision a person makes. 

And it’s not only what you buy. Weather influences how you buy it. Who wants to brave a thunderstorm when a few clicks brings that loaf of bread right to your door? Even more importantly, weather is local, making it a powerful personalization signal—regardless of this so-called impending cookie deprecation we all keep hearing about.

As weather becomes more volatile and impactful, its influence will only become more powerful. Are you ready to harness that power?  

The good news: You don’t need to understand atmospheric circulation patterns or decode a Doppler radar screen to succeed with weather-wise marketing. You can rely on a trusted partner—such as The Weather Company—to do that for you. That partner should provide:  

  • Access to the most accurate, granular and recent weather data available—and transparency around how that weather data is generated. Do they employ actual meteorologists, or rely solely on government sources or AI? 
  • An expert understanding of weather’s nuanced impact on consumer behavior and emotion.
  • The right tools, technology and expertise to turn insights into an actionable marketing strategy that can scale across the advertising ecosystem. 

How are these weather insights created? Through a unique combination of human and machine. At The Weather Company, hundreds of meteorologists and data scientists work in parallel with AI technology to inform innovative, intelligent marketing strategies. This means marketers can tap into decades of scientific expertise, without having to obtain it themselves.  

Read on to learn how three brands successfully anchored their marketing strategies with weather data to create impactful campaigns.

1 The Weather Company Audience Report, 2022  2 NOAA Report, 2024 

Advertising Is Facing Winds of Change…

Not to mention some rain, snow, humidity and heat.  

But despite a forecast of continued marketing disruption—shifting consumer behavior, new advertising platforms and channels, emerging technologies, and ongoing privacy concerns—one thing remains constant: weather’s influence on consumers.  

When you think about it, weather affects practically every purchase and lifestyle decision a person makes. 

And it’s not only what you buy. Weather influences how you buy it. Who wants to brave a thunderstorm when a few clicks brings that loaf of bread right to your door? Even more importantly, weather is local, making it a powerful personalization signal—regardless of this so-called impending cookie deprecation we all keep hearing about.

As weather becomes more volatile and impactful, its influence will only become more powerful. Are you ready to harness that power?  

The good news: You don’t need to understand atmospheric circulation patterns or decode a Doppler radar screen to succeed with weather-wise marketing. You can rely on a trusted partner—such as The Weather Company—to do that for you. That partner should provide:  

  • Access to the most accurate, granular and recent weather data available—and transparency around how that weather data is generated. Do they employ actual meteorologists, or rely solely on government sources or AI? 
  • An expert understanding of weather’s nuanced impact on consumer behavior and emotion.
  • The right tools, technology and expertise to turn insights into an actionable marketing strategy that can scale across the advertising ecosystem. 

How are these weather insights created? Through a unique combination of human and machine. At The Weather Company, hundreds of meteorologists and data scientists work in parallel with AI technology to inform innovative, intelligent marketing strategies. This means marketers can tap into decades of scientific expertise, without having to obtain it themselves.  

Read on to learn how three brands successfully anchored their marketing strategies with weather data to create impactful campaigns.

1 The Weather Company Audience Report, 2022  2 NOAA Report, 2024 

CeraVe Seizes
the Season

AUDIENCE INSIGHT

More than half of millennials, Gen Z and multicultural audiences change their skincare routine as the weather changes. (Source: The Weather Company Personal Care & Beauty Survey, August 2022) 

BRAND ATMOSPHERE

Skincare leader CeraVe, a L’Oréal brand, wanted to elevate awareness and boost sales with younger, multicultural audiences—especially Gen Z and millennials. With the sea of skincare brands and content available (#SkinTok), it couldn’t just tout a typical multistep routine and make an impact. It required a campaign that addressed a real and timely need. 

WEATHER STRATEGY

Recognizing the impact of seasonal weather changes on skincare needs and routines, CeraVe strategically planned to activate its campaign when specific local weather conditions—such as clear or cloudy skies, warm temperatures, sunny and high UV conditions—were present or forecasted. 

The campaign coincided with the seasonal transition between spring and summer, when people tend to adjust skincare regimens, like dialing up SPF protection. By dynamically aligning messaging on The Weather Channel app’s home screen with evolving weather conditions, CeraVe engaged with people when changes in the weather—and daily planning—were top of mind. This ensured real-time relevance, enhanced engagement and improved brand recall. 

FINAL FORECAST

CeraVe’s campaign had a clear and positive impact, with improved sales lift, ROAS that was 2.3X the industry benchmark and a majority of incremental sales driven by new brand buyers. 

CeraVe Seizes
the Season

AUDIENCE INSIGHT

More than half of millennials, Gen Z and multicultural audiences change their skincare routine as the weather changes. (Source: The Weather Company Personal Care & Beauty Survey, August 2022) 

BRAND ATMOSPHERE

Skincare leader CeraVe, a L’Oréal brand, wanted to elevate awareness and boost sales with younger, multicultural audiences—especially Gen Z and millennials. With the sea of skincare brands and content available (#SkinTok), it couldn’t just tout a typical multistep routine and make an impact. It required a campaign that addressed a real and timely need. 

WEATHER STRATEGY

Recognizing the impact of seasonal weather changes on skincare needs and routines, CeraVe strategically planned to activate its campaign when specific local weather conditions—such as clear or cloudy skies, warm temperatures, sunny and high UV conditions—were present or forecasted. 

The campaign coincided with the seasonal transition between spring and summer, when people tend to adjust skincare regimens, like dialing up SPF protection. By dynamically aligning messaging on The Weather Channel app’s home screen with evolving weather conditions, CeraVe engaged with people when changes in the weather—and daily planning—were top of mind. This ensured real-time relevance, enhanced engagement and improved brand recall. 

FINAL FORECAST

CeraVe’s campaign had a clear and positive impact, with improved sales lift, ROAS that was 2.3X the industry benchmark and a majority of incremental sales driven by new brand buyers. 

TruFuel Fires Up Full-Funnel Lift

AUDIENCE INSIGHT

83% of people say summer weather impacts their lawn and garden work. (Source: The Weather Company Summer 2022 Behavior Survey, February 2022) 

BRAND ATMOSPHERE

To make their yard the envy of the block, homeowners need the right equipment. They also need the right fuel for that equipment. TruFuel wanted to make sure their pre-packed, premixed, ready-to-use fuel was top of mind.  

WEATHER STRATEGY

Naturally, the weather has significant sway when it comes to tackling outdoor home improvement projects. TruFuel strategically timed its messaging to align with local forecasts for warm, sunny, weather–optimal conditions for tackling these activities. Easy win. 

But the brand also discovered it could capture consumer attention with more than sunny skies. The possibility of severe weather offered an opportunity, too. In geographies facing hurricanes, tornadoes and thunderstorms, TruFuel activated weather-driven messages on The Weather Channel app and across the broader digital ecosystem to highlight the importance of keeping power equipment like generators and chainsaws ready before severe weather strikes. 

FINAL FORECAST

TruFuel’s weather strategy achieved impressive lifts: 5% in aided awareness, 8% in familiarity, 7% in favorability and 7% in purchase intent. 

TruFuel Fires Up Full-Funnel Lift

AUDIENCE INSIGHT

83% of people say summer weather impacts their lawn and garden work. (Source: The Weather Company Summer 2022 Behavior Survey, February 2022) 

BRAND ATMOSPHERE

To make their yard the envy of the block, homeowners need the right equipment. They also need the right fuel for that equipment. TruFuel wanted to make sure their pre-packed, premixed, ready-to-use fuel was top of mind.  

WEATHER STRATEGY

Naturally, the weather has significant sway when it comes to tackling outdoor home improvement projects. TruFuel strategically timed its messaging to align with local forecasts for warm, sunny, weather–optimal conditions for tackling these activities. Easy win. 

But the brand also discovered it could capture consumer attention with more than sunny skies. The possibility of severe weather offered an opportunity, too. In geographies facing hurricanes, tornadoes and thunderstorms, TruFuel activated weather-driven messages on The Weather Channel app and across the broader digital ecosystem to highlight the importance of keeping power equipment like generators and chainsaws ready before severe weather strikes. 

FINAL FORECAST

TruFuel’s weather strategy achieved impressive lifts: 5% in aided awareness, 8% in familiarity, 7% in favorability and 7% in purchase intent. 

Fighting Flu Through Forecasting

AUDIENCE INSIGHT

61% of people use weather information to assess their flu risk. (Source: The Weather Company Consumer Behavior Survey, November 2023) 

BRAND ATMOSPHERE

With flu season looming, a major healthcare company sought to raise awareness and motivate adults—especially older ones—to book a vaccination appointment. The brand needed a thoughtful and personal way to let people know that the risk of getting sick could be diminished with a simple, preventative vaccine.   

WEATHER STRATEGY

Because there’s a distinct link between weather and well-being, this healthcare brand devised a data-driven strategy aimed at reaching high-risk populations with timely and relevant messaging. 

The brand worked with The Weather Company to develop a custom AI model that combined insurance claims data and historical weather impact on flu cases and viral transmission, down to the ZIP code level.  

This highly personalized and proactive approach forecasted when consumers’ flu risk would spike in specific areas. At-risk adults were reached 14 days before a flu risk was predicted to surge in their area. This allowed for adequate time to prepare and schedule vaccination appointments ahead of potential outbreaks. 

FINAL FORECAST

This partnership yielded healthy results, including a 17% increase in brand lift, with a 14% rise in brand familiarity and favorability. The campaign also led to a 3X increase in online searches for flu vaccines after exposure to the messaging.  

Fighting Flu Through Forecasting

AUDIENCE INSIGHT

61% of people use weather information to assess their flu risk. (Source: The Weather Company Consumer Behavior Survey, November 2023) 

BRAND ATMOSPHERE

With flu season looming, a major healthcare company sought to raise awareness and motivate adults—especially older ones—to book a vaccination appointment. The brand needed a thoughtful and personal way to let people know that the risk of getting sick could be diminished with a simple, preventative vaccine.   

WEATHER STRATEGY

Because there’s a distinct link between weather and well-being, this healthcare brand devised a data-driven strategy aimed at reaching high-risk populations with timely and relevant messaging. 

The brand worked with The Weather Company to develop a custom AI model that combined insurance claims data and historical weather impact on flu cases and viral transmission, down to the ZIP code level.  

This highly personalized and proactive approach forecasted when consumers’ flu risk would spike in specific areas. At-risk adults were reached 14 days before a flu risk was predicted to surge in their area. This allowed for adequate time to prepare and schedule vaccination appointments ahead of potential outbreaks. 

FINAL FORECAST

This partnership yielded healthy results, including a 17% increase in brand lift, with a 14% rise in brand familiarity and favorability. The campaign also led to a 3X increase in online searches for flu vaccines after exposure to the messaging.  

Put Weather on Your
Marketing Radar

Ready to embrace the elements and craft a winning weather strategy for your next campaign?
Put these best practices to use. 

Put Weather on Your Marketing Radar

Ready to embrace the elements and craft a winning weather strategy for your next campaign? Put these best practices to use. 

Go in a data-driven direction

Regardless of when the era of third-party cookies finally comes to a close, having access to a reliable set of privacy-forward, durable data that meets consumer and regulatory requirements will be critical to personalizing campaigns. Real-time weather data can help marketers understand their audience on a deeper, local level, infusing contextual relevance. Messaging simply means more in the right climate, with less chance of wasted spend.   

Don’t yield to high pressure

Many weather providers may adamantly claim accuracy, but can they prove it? Choose a weather partner that combines decades of meteorological expertise with advanced AI technology to stir inspiration and drive decision-making. This combination of art and science unlocks the most value for marketers. Also, be sure the recommended solutions are future-proofed and accessible across the advertising ecosystem. Your partner’s partners—across DSPs, SSPs, search, social, CTV, martech and DOOH—should be taken into account. 

Go beyond the basics

Sure, a rainy forecast may help boost umbrella sales. But weather can have a deeper impact on people’s lives, overall well-being and their spending. For some, it’s about managing a chronic health condition. For others, it’s about selecting haircare to preserve that fabulous blowout. Regardless, an accurate forecast drives decision-making on many levels to help people live healthier, smarter, happier and safer lives. This presents a huge opportunity for brands that want to leverage weather insights beyond the obvious highs, lows and sunny days.   

Rise to the opportunity

The value of weather doesn’t end with marketing. Its impact can extend deep within the enterprise into areas such as product development and innovation, demand forecasting, price optimization, and even supply chain logistics. Marketers who champion weather-intelligence solutions can lead the rest of the business in delivering weather-informed outcomes.

Go in a data-driven direction

Regardless of when the era of third-party cookies finally comes to a close, having access to a reliable set of privacy-forward, durable data that meets consumer and regulatory requirements will be critical to personalizing campaigns. Real-time weather data can help marketers understand their audience on a deeper, local level, infusing contextual relevance. Messaging simply means more in the right climate, with less chance of wasted spend.   

Don’t yield to high pressure

Many weather providers may adamantly claim accuracy, but can they prove it? Choose a weather partner that combines decades of meteorological expertise with advanced AI technology to stir inspiration and drive decision-making. This combination of art and science unlocks the most value for marketers. Also, be sure the recommended solutions are future-proofed and accessible across the advertising ecosystem. Your partner’s partners—across DSPs, SSPs, search, social, CTV, martech and DOOH—should be taken into account. 

Go beyond the basics

Sure, a rainy forecast may help boost umbrella sales. But weather can have a deeper impact on people’s lives, overall well-being and their spending. For some, it’s about managing a chronic health condition. For others, it’s about selecting haircare to preserve that fabulous blowout. Regardless, an accurate forecast drives decision-making on many levels to help people live healthier, smarter, happier and safer lives. This presents a huge opportunity for brands that want to leverage weather insights beyond the obvious highs, lows and sunny days.   

Rise to the opportunity

The value of weather doesn’t end with marketing. Its impact can extend deep within the enterprise into areas such as product development and innovation, demand forecasting, price optimization, and even supply chain logistics. Marketers who champion weather-intelligence solutions can lead the rest of the business in delivering weather-informed outcomes.

About The Weather Company

The Weather Company helps people and businesses around the world make more informed decisions and take action in the face of weather. With its deep industry expertise and highly accurate, high-volume weather data combined with advanced technology and AI, The Weather Company provides insights and solutions that harness the power of weather in a scalable, privacy-forward way. The world’s most accurate forecaster, the company serves hundreds of enterprise customers across media, advertising, aviation and more, and is trusted by hundreds of millions of monthly active users via digital properties from The Weather Channel (weather.com), Weather Underground (wunderground.com) and Storm Radar. For more, visit weathercompany.com.

Illustrations by James Weston Lewis