We established an advertising strategy to effectively deliver a message linking negative elements stemming from the weather to the core consumer utility provided by the LG PuriCare™ AeroTower Air Purifying Fan. Our goal was to show advertisements tailored using real-time weather data (temperature, humidity, air quality) of the location of the consumer.

We reflected regional weather characteristics of 3 Asian countries (Taiwan, Vietnam, Hong Kong) and segmented their current weather into 5 stages. Personalized scripts changed the contents (images, text) of the advertisements to reflect the weather being experienced by local consumers and to emphasize the functionality of the product during this weather. This attracted the attention of consumers and increased the purchase conversion rate of consumers visiting the website through the advertisement by 151% compared to the previous banner advertisement campaign.

Weather targeting advertisements are a type of personalized advertisement product that utilize weather condition (temperature, air quality) data to predict/incite consumer behavior. By exposing the audience to personalized content containing weather information based on their location, the attention and favorability of the audience are increased leading to customer action.

Before launching the campaign, detailed monthly weather data from each country was analyzed along with local weather information provided by employees in those countries. A representative city in each country was selected and weather conditions were divided into 5 stages to allow customized topics to be presented.

In Taiwan and Vietnam, the 5 stages were divided into Rainy, Humid, Sunny, Hot, and Very Hot based on temperature, humidity, and rainfall. In Hong Kong, the air pollution API of openweathermap was also used to divide 5 air quality stages into Good, Fair, Moderate, Poor, and Very Poor. A total of 25 types of banners were used in each country to deliver weather-optimized messages at the correct time.

The colors, images, tone, and text in the banners were changed to emphasize current weather conditions while also highlighting the core characteristics of the product.

The advertising campaign was implemented from July to November. The personalized advertisements using weather condition data showed higher conversion rates compared to the previous campaign.

The efficacy of each weather condition differed by country. Vietnam showed the highest inflow rates with the Very Hot condition advertisements, while Hong Kong showed the highest inflow rate when the air quality was Very Poor.

In an era with large short-term and local variations in weather conditions due to climate change, this campaign combining real-time weather data and consumer mobile location information presents a new paradigm for personalized advertising. It is an innovative attempt that pushes the boundaries for future ultra-personalized advertisements.