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Exploring the effect of weather targeting on online advertising effectiveness: A field experiment
Applied Marketing Analytics: The Peer-Reviewed Journal,
3
(3),
264-275
(2017)
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
The full article is available to subscribers to the journal.
Author's Biography
Felix Rafael Maria Weißmüller is a research assistant at the Munich School of Management’s Institute for Market-based Management. He studied human resource education and management at the Munich School of Management with minors in politics and sociology. Felix gained practical experience in the banking industry and at the University of Passau. As part of his doctoral studies, he is engaging in the development of practice-oriented research projects in the field of digital advertising effectiveness and electronic commerce.
Fabian Peter Walter Schrempf is a research assistant at the Munich School of Management’s Institute for Market-based Management. He studied management and economics at the University of Innsbruck, National Taipei University and Griffith University. His master’s studies focused on business administration with a concentration in innovation, marketing and strategy at the Munich School of Management. He has practical experience in business development and management thanks to his work as a strategy consultant.
Stefan Bornemann is Chief Operating Officer for wetter.com, the top business-to-consumer weather service in Germanspeaking Europe. As part of this role, he develops new data-driven digital business models. He previously worked for SevenVentures, the corporate venture capital unit of ProSiebenSat.1 Media SE. Stefan studied economics at the Universities of Bayreuth and Lausanne and holds a PhD in economics from the Munich Graduate School of Economics.
Citation
Weißmüller, Felix Rafael Maria, Schrempf, Fabian Peter Walter and Bornemann, Stefan (2017, August 8). Exploring the effect of weather targeting on online advertising effectiveness: A field experiment. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 3. https://doi.org/10.69554/BIVX6478.
© Henry Stewart
Publications LLP
Publications LLP