WTF is weather targeting?

"Amid the many shifts in consumer behaviors, trends and other factors, global brands have now made understanding and leveraging consumer decision-making biases a core strategy for how they position themselves for growth and resilience. Leaders are using behavioral economics throughout their marketing strategies, applying the revelation that products are purchased and brands are loved not just for their features, but because they tap into a consumer's mindset, motivation and emotional state at a specific moment."

"What many don't realize is that weather is the most universal behavioral catalyst, impacting what people try, what they buy and how they feel. From that single truth emerged a signal that goes deeper than weather data - weather targeting. By tapping into the advanced power of AI-driven behavioral science, weather targeting can predict the exact moments when weather shifts a consumer's mindset toward purchase, delivering deeper emotional resonance that drives both immediate sales and long-term brand growth."

Global brands increasingly apply behavioral economics to marketing to leverage consumer decision-making biases for growth and resilience. Weather acts as a universal behavioral catalyst that influences what people try, buy and how they feel. Weather targeting is a privacy-forward contextual signal that goes beyond basic weather data, using AI-driven behavioral science to predict moments when weather shifts consumer mindsets toward purchase. Applying weather targeting enables advertisers across industries to deliver stronger emotional resonance, increase immediate sales and support long-term brand growth. Misconceptions limit weather targeting to obvious categories like umbrellas and sunscreen, overlooking broader applications.

Read at Digiday