Adspace Networks is partnering with AccuWeather, the leading multimedia weather information source worldwide, to bring local weather forecasts to the Adspace Digital Mall Network nationwide.
AccuWeather will provide mall-specific content including daily weather reports and automated updates for weather alerts such as Severe Weather (snow/rain), Pollen Count, or an Excessive Heat Advisory.
“Our programming research shows that nearly 70 percent of our shoppers want to see quick local weather updates, including severe weather alerts,” said Bill Ketcham, Executive Vice President and CMO, Adspace Networks. “Content drives our viewing and ad awareness levels. AccuWeather completes the trifecta of desirable programming–what’s on sale, mall events and weather.”
The AccuWeather content will integrate into 15-second-spots that can be sponsored by advertisers. This is particularly relevant to seasonal advertisers such as: pharmaceutical companies, automotive, home improvement and retailers.
“The combination of AccuWeather, the world’s best-known and most widely-used source of weather information, with Adspace Digital Mall Network, the largest place-based digital network, creates a powerful advertising platform that reaches shoppers on the path to purchase,” said Ryan Ayres Vice President of Place-Based Media Ad Sales. “Because weather is the most-requested news item on place-based media, the superior accuracy of the branded AccuWeather forecast is proven means to maximize viewership.”
“We are able to generate a real-time campaign for brands based on the weather triggers, such as a pending storm front or an excessive heat advisory. Even a high pollen count could trigger a sponsorship for an allergy medication, for example,” continued Mr. Ketcham.