Vertis Media have been using weather-based advertising for a while now. This involves targeting consumers based on the local weather (past, current, or future).
This means that ads are delivered based on the weather conditions that the user is experiencing. It makes perfect sense, doesn’t it? For example, adverts for particular beachwear could be presented to people during a heatwave, or antihistamines could be promoted to audiences located in areas where there is a high pollen count. An efficient way of doing this is through a weather targeting platforms, which enables users to trigger ads and automate bid adjustments dependent on real-time weather news.
In a world where we are ever more in control of our every day, it is strange to think that weather has a firm grip on nearly all aspects of the consumer purchase experience today.
Starting from what we eat, drink and an array of other activities that are fundamental to us as humans are all influenced by the fluctuations that weather throws at us.
An understanding of this relationship can be extremely fruitful for all parties. Data relating to weather can be used to advertise products at the most profitable time and in the most impactful way.
We broken it down here: this is how weather influences consumers in three different ways.
Purchase method: weather affects how people make purchases. For instance, during a hot day, physical shops often enjoy more footfall, whereas during colder periods of the year, traffic to online portals is likely to increase.
Mood: The second way in which weather influences consumer behaviour is through its influence on mood. Sunlight, in particular, can have a huge impact on a consumer’s mind frame and by consequently the the amount they choose to spend.
Product choice: Weather drives product demand. More pharmaceutical products will most likely be bought on days where the temperatures are at a particular level. Colder temperatures will determine a higher spending on soups, porridge and lip care products for instance.
Advertising is becoming increasingly personalised but also automated, immersive and experiential… All this is, of course, trackable as incredible technology is helping advertisers go where advertisers have never been before.
1. For the first time ever, 2019 sees digital accounting for about half of the global ad market (eMarketer).
2. The growing fanbase for Voice. According to Juniper Research, 2.5 billion voice assistants were in use at the end of 2018, and that number is expected to more than triple by 2023 (Source: Adobe Digital Insights).
3. Interesting fact: 39% of people who heard a voice ad later went on to purchase the product advertised (Adobe Digital Insights).
4. The future is programmatic: by 2021, 88%, or $81 billion, of all U.S. digital display ad dollars will transact programmatically (eMarketer).
5. 50% of Generation Z and 42% of Millennials identified social media as the most relevant advertising channel (Adobe Digital Insights).
Display advertising is a type of advertising that uses text, animations, photos or videos to target users with a commercial message.
There are 3 main types of display advertising campaigns:
Retargeting, also known as behavioural marketing relies on custom segmentations in order to deliver relevant ads to your audiences.
Acquisition ad campaigns can be very expensive and not give great results: a lot of banner ads are competing for the same space with highly retargeted ads that have a stronger chance of converting.
Brand awareness focuses on reach as opposed to direct conversions. The aim here is to reach as many people as possible and make sure they get interested in the brand/product advertised. These campaigns need to run for longer if they are going to be effective
Machine learning systems are made up of algorithms that are intelligent enough to comprehend data in a way that leads to a “diagnosis”, prediction and organisation.
The more data they are exposed to the more they are able to improve. They can also teach themselves to become smarter over time as they are increasingly exposed to data.
Machine learning allows us to “imitate” the mental process of the buyer “optimising” the choices just like a normal buyer would. This system has the ability to learn over time and generate more accurate results applying its “knowledge” to different campaigns, making those associations that can be challenging for the human brain to pick up on its own.
Machine learning is now everywhere when it comes to digital advertising and is being applied to different aspects of it:
Data measurement (What is Tom’s pattern of algorithms?)
Prediction of device association (Based on IP info is that Tom’s ipad AND iphone?)
Intent prediction (The likelihood that Tom will buy those new shoes in the next month or so)
Response prediction on an ad impression level (Will Tom click on the ad, or view the whole video?)
Fraud detection (Is Tom real?)
Audience insights (Can I extract some of Tom’s behavioural patterns for instance to inform creative design?)
The next steps for machine learning Machine learning will only improve as the years go by. As technology advances, computers will be able to make more adept correlations, and as we move into an ever more mobile world, advertisers need to rely more and more on the multiple platforms in order to deliver their message.
Designed to understand consumer preferences and deliver relevant customer experiences, in today’s world, AI (artificial intelligence) influences many aspects of our everyday in the form of smart devices, chatbots, and self-driving cars, for instance.
AI has been a hot topic for a while now, especially when it comes to digital marketing. Why? Because when it comes to improving customer experiences and saving time & money, AI is your technology!
What is Artificial Intelligence? AI enables machines to “think” about, respond to, and perform tasks in the way that humans would. It also helps machines learn from experience and adjust to new input.
Why is Artificial Intelligence becoming so popular?
More work efficiency- lower margin for errors
It performs an analysis for high volumes of data without overseeing the most important insights.
It is a valuable addition to the capabilities of devices though its algorithms: GPS trackers, voice assistants, and home automation systems are just a few examples.
Its constant adaption to new input through progressive learning algorithms.
AI is revolutionizing industries with its astounding ability to adapt and analyse data- exceptionally useful for digital marketing. Let’s take a look at how.
How AI is impacting the landscape of Digital Marketing? Because of the way AI is able to identify marketing trends and analyse data, the world of digital marketing, in particular is able to save money and time through AI:
It helps understand audiences: AI can use the way it analyses data to predict what users are most likely to buy.
It improves user experience: AI data can help you give your audience what they actually need.
A more impactful type of marketing: AI helps to create a more effective marketing strategy for your company, because of the way it handles data.
It can increase productivity: AI algorithms can increase productivity and this will save your budget and eliminate time wastage.
Artificial intelligence really is a technology that can add value to your brand. Using AI digital marketing strategies will help brands deliver improved customer experience and do more effective marketing. It will also ensure faster problem-solving for consumers.
Native ads can be both a source of knowledge and sell a product or build a brand.
The chances are that, though you may not have realized, you are often viewing native advertising. In fact, these days, native advertising is everywhere and it is getting more and more difficult to spot. To put it simply, native advertising is paid content published on platforms that can distribute it.
So, what’s the difference between native advertising and “traditional” advertising? To be considered really native the content must take on the look and feel of the editorial style of the publication it is in. It is precisely this that makes native advertising difficult to spot, though as they “become one” with the “organic” content.
This can be a reason for criticism, since the fact that they look like normal content feels like an attempt to trick users. We do not believe this is possible, however… It is very difficult to be “fooled” in that way by an advert of any kind. It’s all about experience and native advertising wins every time as does not require the user to divert from the “mode” that they are in.
If done well, native ads can be both a source of knowledge and sell a product or build a brand. It’s a balance that is not easy to get right, though and if you get it wrong you can turn users against you! Here are some great examples of native adverts by Vertis Media.