Weather targeting, also called Weather triggering, is an advertising tactic enabling marketers to target their advertisements against many weather conditions and quantifiable weather parameters including temperature, wind, UV index, and weather alerts. For example, an ice cream shop may want to use weather targeting to reach customers within a defined radius when the temperature is over 80°F. Alternatively, a department store may want to run an advertisement on winter coats when snow is in the forecast. Weather targeting helps improve relevance based on real-time information to help create better-targeted ads that greatly impact the conversion rate.

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Location Targeting uses GPS coordinates to serve ads to users on their mobile phone based on where they go in the physical world. With location targeting, an advertiser can serve a mobile user an ad based on their current physical location and/or previously visited locations. For example, if a user visits a gym then one could serve ads to the customer at a later point in time based on their current location (i.e proximity to their gym or a competitor gym or at a time they think the customer is likely to convert (e.g. after the work day).

What is the benefit of location targeting?

The main benefit of location marketing or local targeting is more precise targeting for specific audiences. This, in turn, can create a more effective campaign outcome, by utilizing both online or offline messaging based on proximities, events in a particular location, and more social demographics.

How does location affect your target audience?

Different locations will have a range of demographics and cultures, and so will require specially curated campaigns. Understanding the impact of location on target audiences allows businesses and marketers to develop strategies that correctly reflect and engage specific geographic segments.

What is a location strategy?

Basically, a location strategy is a plan that decides the aims and objectives and finds the ideal location for a campaign to achieve the best results. There are usually many different components that can determine a specific location for marketing and targeting, so time should be spent researching specific audiences and demographics in order to create the right campaign for your goals.

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