AOL, Inc. (NYSE:AOL) is trying out a new strategy through its ad-tech division, where it will include weather reports for different Zipcodes.
The company is looking to identify the impact that weather reports have on advertising results. This strategy will be a significant tool for AOL’s Convertro division to show marketers how weather changes can influence the purchasing decision on mobile devices, and computers.
Over the past two years, advertisers have been using weather information to target digital ads to specific consumers. However, this is the first major attempt to come up with a weather-based analysis. AOL claims that the project brings together the time attributes with the anonymous user-level geographic data and thedaily plus historical weather data from the NOAA.
Convertro’s General Manager, Amy Mitchell claims that the firm’s product is more comprehensive than advertising analytics offered by other firms or entities. She also pointed out that the weather tracking is particularly useful to firms that offer outdoor events or delivery services. This is because such activities are heavily influenced by the prevailing weather conditions.
The data collected by AOL, Inc. (NYSE:AOL) is enough to come up with models that will offer significant guidance to the particular companies. It will help them decide whether or not to focus ads to various users at a predetermined time, and also which device the ads should appear. The procedure first involves a careful analysis of the real conditions. According to Michelle, the company aims to provide a high standard for what contributes a sale. This means marketers can determine whether the weather had a significant impact on sales. They will also be able to determine how to leverage such information to improve the future sales.
The AOL platform incorporates machine learning using a vast number of variables when there is a purchase based on an ad in the network. This strategy will create new information that marketers can use to perfect the trade. Mitchelle also added that the aggregate weather condition has a significant impact on the market in terms of deciding to buy or not.