The Weather Company Is First Media Partner to Tap Into Twitter’s Ads API
to Create New Capability for Marketers
NEW YORK – June 11, 2014 –The Weather Company will soon provide a new capability for marketers leveraging Twitter. Weather will be the first media partner to tap into Twitter’s ad API, leveraging its WeatherFX platform to weather trigger Promoted Tweets in real time for marketers advertising on Twitter.
WeatherFX enables brands to capitalize on weather’s effect on consumers by automatically triggering advertising in real time against hyper-local conditions. Advertisers can dynamically activate different Promoted Tweets within each geolocation. WeatherFX triggering factors in a variety of different weather conditions and condition mixes, including temperature, humidity, wind, rain, dew point and more, and/or can be a combination of weather-triggering targeting and Twitter’s targeting abilities such as location, user’s interests, keywords, device, and more.
Now, for example, with this new capability, a CPG marketer who is advertising on Twitter via Promoted Tweets could leverage WeatherFX to target Twitter users in areas experiencing relatively colder temperatures to promote a given snack product, while simultaneously promoting a cooking and recipe message in geolocations with inclement weather.
This joint effort extends Twitter and Weather’s current partnership. The two companies began partnering on Twitter’s Amplify product in April 2013, allowing for marketers to extend TV and digital content opportunities from Weather properties on to Twitter to increase audience size and drive engagement.
“Marketers have a search strategy and a social strategy. But with one-third of the economy impacted by weather, most marketers also need a weather strategy,” said Curt Hecht, chief global revenue officer for The Weather Company. “Providing marketers with the means to weather-trigger tweets helps them create more locally relevant content for each and every Twitter user.”
The Weather Company: Where the World Gets its Weather
Through The Weather Channel, weather.com, Weather Underground, Intellicast.com, and third-party publishing partners, the company provides millions of people every day with the world's best weather forecasts, content and data, connecting with them through television, online, mobile and tablet screens. Through WSI and Weather Central, the company delivers superior professional weather services for the media, aviation, marine and energy sectors. The Weather Company is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.weather.com/press.
About Twitter, Inc.
Twitter (NYSE: TWTR) is a global platform for public self-expression and conversation in real time. By developing a fundamentally new way for people to create, distribute and discover content, we have democratized content creation and distribution, enabling any voice to echo around the world instantly and unfiltered. The service can be accessed at Twitter.com, via the Twitter mobile application and via text message. Available in more than 35 languages, Twitter has over 255 million monthly active users. For more information, visit discover.twitter.com or follow @twitter.
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