On a cold and rainy day, who isn’t daydreaming of being on a beach somewhere? Or perhaps simply just craving something warm, like a hot chocolate? Adtile took into consideration how affected consumers are by the weather and recently introduced a groundbreaking new way of utilizing the weather to deliver mobile ads through the introduction of Weather Aware Ads.
Weather Aware Ads allow advertisers and publishers to optimize their brands’ stories or messages based on the weather in a user’s location, giving interesting opportunities for brands looking to elevate their storytelling. Like Adtile’s Motion Ads, Weather Aware Ads take advantage of all the sensors in today’s smartphones, allowing consumers to interact with mobile ads by shaking, turning, pointing or making other movements with their mobile devices.
Instead of focusing on demographic targeting, Weather Aware ads are more focused on branding an advertiser’s story as this type of ad brings location and story to life. Static ads on mobile devices are typically quite dull and boring. However, Weather Aware mobile ads are inspiring and ‘emotionally responsive’ as the user is encouraged to interact with the ad based on the story being conveyed and the current weather. Weather sensing ads are something that’s fresh, unique and most importantly, effective at creating a positive brand experience.
Nils Forsblom, founder of Adtile, says:
“Companies want to reach the emotional side of customers – That’s a true experience – it’s engaging and touches us in a human way.”
Weather Aware Ads are created by tapping into a number of weather APIs and by gathering the weather info so that an ad can be created based on that. For example, it could be snowing in Minneapolis right now. If a mobile user comes upon an Adtile weather ad, the ad may ask the user to point his or her smartphone in different directions wherein it would display other cities in the US with better weather. The user could be given an offer for a cheap flight to a warmer location of his or her choice there and then.
Most of us are accustomed to physically interacting with our smartphones and tablets by swiping, shaking, pressing and pinching. Weather Aware ads takes advantage of this as these ads are interactive by nature, while also target consumers specifically through something in which we are consistently affected by – the weather. The interaction, relevancy, and engagement of these ads have proven to be very effective and Weather Aware Ads have drawn attention from more than just the consumer. Forsblom says,
“The interest has been amazing — not just from brands, agencies and pubs — but even weather companies have reached out! Weather and Motion is a beautiful combination of human centric experience. It doesn’t feel like advertising anymore… They feel like tiny and delightful stories.”
In one of Adtile’s demos, a mobile user is seen shaking a smartphone to fill up a cup with “coffee”. When the cup fills up, a list of nearby coffee shops is displayed. This information is drawn from the database of Yelp, one of Adtile’s partners. While people are used to interacting in this way with the games and apps they use on their smartphones, until now, mobile advertisers have never cashed in on user interaction when delivering ads.
Utilizing the weather to entice consumers to a brand is an experience that is truly setting the bar for the future of mobile advertising. Consumers are exposed to a few hundred ads per day, but undoubtedly a Weather Aware Ad certainly would stand out as it’s engaging and unique. With Adtile, brands are given the opportunity to engage with consumers on creative and inspirational new levels, creating a win-win experience for both parties.