Coming Soon To Twitter, Ads Targeted To Weather Conditions

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Twitter and the Weather Company, owner of the Weather Channel, have reached an agreement to allow marketers to target advertising based on the weather in users’ locations, the Wall Street Journal reported this week.

Sunny weekend in Malibu? Freezing rain in Portland, Maine?

Either way, the partnership will give advertisers of sunscreen or snow boots the ability to aim promoted tweets at people who likely are in the market for such products.

The Weather Company has long sold location and weather based targeting of visitors on its own site; its deal with Twitter is part of an effort to take its data to third-party sites, the Journal reported.

And Twitter is opening up its ads API to a publisher for the first time, allowing the Weather Company to buy ads across Twitter in an automated fashion. Previously, Twitter only gave that ability to marketing technology companies, such as Salesforce ExactTarget Marketing Cloud and Adobe Media Optimizer.

The Weather Company’s Twitter linked ad product already has a spot among the “preferred partners” on Twitter’s business site. Here are some of the WeatherFX product’s features listed there:

  • WeatherFX has built into Twitter’s Ads API to offer advertisers the ability to weather trigger their promoted tweets and promoted accounts.
  • This targeting tactic allows advertisers to increase their weather relevancy and only run promoted tweets and promoted accounts when the mix of conditions within the applied trigger occur.
  • Advertisers are able to use the same weather triggers activated across their Weather media, as a targeting layer applied to promoted tweets and promoted accounts.
  • Activation is extremely turnkey, as advertisers only need to authorize the WeatherFX app from their own Twitter account (completed via a link generated by WeatherFX and sent to the advertiser with instructions) to get started, no direct access is required.

About The Author

Martin Beck was Third Door Media’s Social Media Reporter from March 2014 through December 2015.

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