Italians are longing for warm and sunny times during the colder days and escaping the city seeking fresh air during the hot and humid summer. This was the hypothesis tested by the Austrian National Tourist Office. Therefore a weather targeted campaign was set up displaying a specific ad according to the local weather focusing on the major, big cities in Italy.
How does weather targeting work?
Campaign – Breathe time
Different kinds of spots were displayed depending on the weather temperature to increase the relevance of the ads.
Timeline: August/September 2019 Weather conditions:
>29 degrees: spots displaying images of freshness and cooling were shown (“creek” and “water”)
<29 degrees: spots were displaying with a more green and flowery feel to it (“wildflower meadow” and “herbs”)
Uplift in VTR
- 14,4% uplift in VTR75
- 17,3% uplift in VTR100
- 13,8% cheaper eCPV
- 15,9% cheaper eCPV100
* The % uplifts refer to the difference to the “control group” that was set up, including all tech cost + setup cost.