Twitter Inc (TWTR) partners with The Weather Company on ad project
Twitter Inc (NYSE:TWTR) has partnered with The Weather Company to launch weather-informed advertising. Marketers will be able to target users based on the specific weather conditions of their locales. For example, beer marketers might buy more ads aimed at places that is going to have a sunny weekend.
The Weather Company offered similar targeting capabilities on its own website for years, but now it will use its data to help inform ad buys across third party websites. Twitter is the first social network that The Weather Company has partnered with.
“People experience the weather that don’t use our properties, so this enables us to connect with them elsewhere,” stated Curt Hecht, The Weather Company’s chief global revenue officer. “Our clients keep asking us to go off-property.”
This is the first time that a media company has been allowed to buy ads across its service in an automated way using its “application programming interface (API).” Twitter’s other ad API partners are all dedicated marketing technology like SocialCode and Salesforce’s ExactTarget Marketing Cloud.
“It makes sense that external triggers that spur conversation or different consumer behavior such as weather provide a signal to activate marketer’s campaigns,” added Tony Wang, Twitter’s VP of global partnerships and development.
When the service launches, the sales teams at The Weather Company and Twitter will pitch the opportunity to marketers. The Weather Company will charge marketers on a commission basis related to the value of Twitter advertising.
Twitter will likely partner with other companies that have proprietary data, which is considered beneficial to marketers.