December 2, 2013

The Weather Channel launches WeatherFX through strategic partnership with Starcom MediaVest Group

Starcom MediaVest Group to utilise the weather provider’s game-changing WeatherFX product to enhance its Human Experience proposition 

LONDON – The Weather Channel Global Media Ltd. has today announced that it has partnered with the Human Experience Company, Starcom MediaVest Group (SMG), to launch its weather-intelligent marketing platform WeatherFX across Europe. The product will be incorporated into the media planning organisation of SMG.

Starcom MediaVest Group and The Weather Channel will aim to use WeatherFX to transform user behaviour through the creation of meaningful human experiences. In order to optimise the effectiveness of its advertising campaigns, both companies will be combining the use of data, technology, science, research, business intelligence, content and storytelling to drive consumers to purchase.

WeatherFX is powered by real-time modelling based on geo and temporarily-modified weather data, client goals and historical business data. WeatherFX gives marketers the ability to take advantage of the connection between location and the effect of weather conditions, in order to influence consumer behaviour.

By overlaying sales information with weather data and predictive analytical models, advertisers are able to deliver dynamic messaging and weather-prompting capabilities on a hyper-local basis across the web, mobile devices and tablets.

Patrick Vogt, President, The Weather Company International Inc, said “We are extremely excited to be partnering with Stewart and the entire SMG team. Weather touches every person, every business everyday and our science, data and technology are at the core of everything we do. Our WeatherFX platform takes what is arguably the most complex data set in the world and simplifies it to actionable insights for our customers. This partnership will extend the reach of TWC’s weather-intelligence marketing solutions to SMG’s clients that include brands such as Heineken, Cineworld, Autoglass, Burger King and Novartis, allowing brands to tap into the power of real-time big data weather analytics.”

Stewart Easterbrook, Executive Director Performance and Digital Development Europe, Starcom MediaVest Group, said “This partnership is about SMG and TWC combining to apply insights drawn from the sophisticated analysis of data. We work with many clients for whom weather has a bearing on business performance and we are excited to be involved in this ground-breaking partnership”