Have
you checked the weather today? If you
did, The Weather Channel knows what you want to buy. As the company’s Chairman and CEO, David
Kenny points out “people generally check the weather because they’re planning
to do something.” And now that the
checking is being done on mobile devices they have been able to piece together
patterns that allow advertisers to target their best prospects very precisely. (Rosman, 2013)
For
instance, thanks to this data, Pantene was able to place ads for a new
anti-frizz shampoo next to weather reports indicating that it would be a humid
day. Wow. And a bit of digging has indicated that sales
for Michaels Stores crafting materials surge when the forecast calls for rain
three days in advance, so they are considering sponsoring long range
forecasts. Hmm. Maybe Xanax should consider that option
too. Clearly the possibilities are
endless. Color me intrigued.
Rosman,
K. (2013, August 15) Shopping Up A
Storm. The Wall Street Journal. pD1
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