the weather channel lindsay wiles
TRANSCRIPT
What’s Your Weather Strategy? L I N D S A Y W I L E S , S T R A T E G I C S A L E S D I R E C T O R , T H E W E A T H E R C H A N N E L , E M E A
WEATHER, LOCATION AND MOBILE
CONSUMER INSIGHTS
WEATHERFX – NATIVE SOLUTIONS
INNOVATION
C O N V E R S A T I O N S P E R S E C O N D A B O U T T H E W E A T H E R I N B R I T A I N
M I L L I O N V I S I T O R S P E R D A Y T O T H E W E A T H E R C H A N N E L A P P
V I S I T T H E A P P 2 X P E R D A Y
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8
50%
M O S T D O W N L O A D E D F R E E I P H O N E A P P O F A L L T I M E #7
WEATHER… FORECASTING CONSUMER INTENT
”By looking at weather data, we can predict people’s behaviour…when
they go out, where they go, what they eat and what they buy.”
Bob Ivins, Chief Data Officer of
Mindshare NA.
T H E S E C H A N G E S A F F E C T P E O P L E D I F F E R E N T L Y I N D I F F E R E N T R E G I O N S .
T E M P E R A T U R E S V A R Y A C R O S S T H E C O U N T R Y E V E R Y D A Y
SERVE THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME
9 TARGETED & RELEVANT
10
NATIVE & INTEGRATED
14
Find opportunity throughout the year that makes products relevant for the consumer, regardless of
seasonality… .
Innovation – Own Seasonal swings
0.0
5.0
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15.0
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25.0
30.0
35.0
05/0
7 07
/07
09/0
7 11
/07
13/0
7 15
/07
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7 19
/07
21/0
7 23
/07
25/0
7 27
/07
29/0
7 31
/07
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8 04
/08
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/08
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8 12
/08
14/0
8 16
/08
OC
10 yr Av MaxTemp Max 2013
July – August 2013 London
EVERGREEN STRATEGY
SUPPORT PEAK WEATHER BUYING
BREAK OUT OF TRADITIONAL SALES SEASON
MINIMISE BRAND RISK
OPTIMISE MEDIA SPEND
SUMMARY
SUMMARY • USE WEATHER DATA TO GIVE LOCAL
RELEVANCE • BUILD YOUR TRIGGER SET • NATIVE MOBILE AD FORMATS • EVERGREEN STRATEGY
GAIN COMPETITVE EDGE & OBTAIN REAL RESULTS
