Exploring the effect of weather targeting on online advertising effectiveness: A field experiment

Felix Rafael Maria Weißmüller, Fabian Peter Walter Schrempf and Stefan Bornemann

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 3, 264-275

Abstract: In recent years, companies have started incorporating weather conditions into their marketing and advertising campaigns. Empirical evidence to support the benefit of this, however, is scarce. This study therefore examines the effect of weather on online advertising using data from a field experiment. The experiment assigned visitors to the wetter.com weather portal to four different groups according to their current weather situation, and then showed them the same online banner advertisement. The results of an ANOVA indicate that rainy weather has a significant impact on advertising effectiveness, as measured by click-through rate: compared with the good weather group, the rainy weather group and cold weather group showed an increase in click-through rate of 40 per cent and 34 per cent respectively. The implications of this study go beyond advertising weather-dependent products and services. For advertisers and marketers, these findings imply new opportunities for location and customer analytics to make targeted advertising more effective.

Keywords: advertising; targeting; weather; e-commerce; field experiment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:3:p:264-275

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