Power of the WeatherRole of Outdoor to launch campaigns for all seasons.

The weather is the most frequently talked-about topic in conversation, having a universal draw.

Every second at least 282 consumers are talking about what

is going on in the sky

60% British use talking

about the weather as a social prop¹

Source: ¹YouGov, ²FutureFoundation nVision

1 in 5 Canadians say weather

talk is an easy way of appearing friendly²

1 in 4 Spaniards say it helps

keep conversations safe and impersonal²

Weather has direct impact on behaviour, consumption and purchase.

• Weather influences what consumers will wear, where they will go, and what they will do –conscious and subconsciously.

• Weather conditions and temperatures give insight into what consumers need because mood states change consumption patterns.

• Weather is localised and how consumers feel have a direct impact on purchase behaviour as they are more likely to purchase different items to suit these conditions.

London, March 2013

London, March 2014

Weather impacts sales performances across a wide category range.

Source: Weather Trends International/The Weather CompanyThe survey had an error rate of +/ 3%.‐

1 H

ott

er⁰

1 C

old

er⁰

+240,000 more units of ICE CREAM

+1.2% more BEER or SOFT DRINKS

+2,448 more pairs of MEN’S SHORTS

+90,000 more units of SUNCARE products

+24% more units of AIR CONDITIONERS

+15,000 more units of SOUP

+60,000 more HOT CHOCOLATE

+2.5% more WINTER APPRAREL

+5,000 more units of MEDICATED LIPCARE

+24% more units of ELECTRIC BLANKETS

• One-third of the world’s GDP is affected by weather.

• Weather is a good predictor of intent and when harnessed, can signal to advertisers what messaging will resonate and when.

• Today’s new modeling techniques to gather big weather data makes it digestible and easily actionable for marketers across industries to make sound marketing decisions.

Weather is central to successful targeted advertising.

Creating unique brand immersions and better ways to engage when consumers are out and about.

Dynamic messagingwhere they are• Time of day

•Specific day of the week

•Unique per site

Right fit & placement relevant to what they are doing• Lifestyle environments• Proximity• Transportation/in-transit

Creative & content richnesswhen they are receptive• Ad variation & changes• Live updates (Social / Location)• Mobile integration

Triggered, targeted and optimised messages powered by real-time weather data.

“Always On”, all times of the day.

Own the weather, any day of the week.

Weather triggers generate customised creative content on a specific day.

Combine weather data to show what’s going on in the moment, unique per site.

Live, contextual-relevant messages for consumers.

Weather indicators to plug

into consumers’ social lives.

Be present where recreational activities take place that people strongly link with certain weather conditions.

Trigger impulse purchases for consumers on-the-go.

Effective trigger at pointing out points of purchase among consumers getting here, around or away.

Outdoor advertising has a unique position to get advertisers at the heart of the action – e.g. momentous events in Summer set to boost adspend of international brands.

Tapping into the mood of the moment where consumers are more receptive to messages – whether consumers are heading to the pub, to watch sports games, or go to the cinema.

In the same physical presence where so many consumers are out and about, Outdoor advertising is able to tap into weather data and update advertisers’ messages to stay on topic, relevant, engaging and drive to points of purchase.

In Summary.