The Fall to Winter Temperature Check
- Review your creative. Are you sharing content, and images, that dovetail with the weather outside?
- Audiences shift behaviors as the weather changes. Assess your targeting and make refinements.
- Know how weather affects your campaign goals. Inclement weather reduces store traffic and drives more online research. Adjust your primary goals to accommodate likely audience behavior.
Top 3 Considerations When Winterizing Your Ad Strategy
Your audience will be indoors more
Fluctuations in weather conditions can turn even the hardiest of outdoor shoppers into homebodies. Cold, rain, or snowy conditions tend to keep most of us indoors where we, in turn, increase our screen time.
To reach your audience during fall and winter, you’ll have to look for them indoors where they’re likely to be consuming video content on connected TVs, tablets, desktops and mobile devices. Placing your targeted ads in video content increases your exposure, and improves brand awareness.
Measure everything based on seasonal consumer behavior
In-store traffic is the lifeblood of many businesses. But when the weather changes, it helps to use digital ads to promote online behavior first. Securing and measuring website traffic through relevant, targeted ads can lead to measurable in store traffic, no matter what the weather is like outside.
Make sure weather triggers are set to the right conditions
Having weather triggers in your digital campaign is key to eliminating wasted impressions, while ensuring better campaign performance overall. The ability to adjust your ad impressions before, during, or after weather events gives you control over when and where to optimize impressions, based on how your business operates.
Wasted impressions should be a thing of the past by now, yet marketers continue to run campaigns during weather conditions that simply cannot produce the result they need. Marketers should be focusing their impressions on the weather conditions that meet their business goals.