One of the most difficult moments of these weeks is finding the right moment in which to make the so-called wardrobe change. This is, that moment in which the warm and winter clothes are kept to recover the summer. It may seem almost banal, but it is one of those things that creates a certain stress.If you do it too soon, you will end up getting cold. If you take too long, you will only have clothes that are too hot. It is also a shared experience: you just have to stop to see the people who walk down a street during those weeks to see how absolutely winter looks intersect with others that are already full summer.

Time is one of the obsessions of Belize Email List consumers, perhaps in some areas more than others, true. If you live in an especially rainy area, for example, seeing the weather is almost an obsession that marks from how to dress to when to put the washing machine. Good or bad weather is also one of the great concerns of marketers and company managers, because the weather sets the agenda of consumers and the way they respond to their products.You just have to think about what happened this May. The latest study by Planaytics on the question helps to understand how time impacts consumption and how temperatures can become a drag on companies.

In Western Europe, May was especially cold. In general, the temperatures were lower than usual and in some markets, such as the United Kingdom, Ireland or Switzerland, this May was the coldest in 30 years. Additionally, this colder May followed an April that was also colder than usual. That two colder months were continuous led to a change in consumption patterns. Products that are bought in May or April because it starts to get hot were found with a much less receptive market.

Thus, for example, clothing sales fell. The range was set at -3% to -8%. So did specific products. Sales of skirts fell by 19% in the United Kingdom and those of insecticides by 14% in France. They are products that in one way or another are linked to the station.Buy advertising according to the weather
Time changes what we need and what we are willing to buy, although it also has a much more subjective and intangible impact. A study from a few years ago pointed out that time changes how we value the products we see: the sun and snow make the assessment more positive. Another indicated that our perception of companies is worse on rainy days .

Therefore, it is not surprising that the industry players themselves begin to use time as a tool to sell advertising. That is, time becomes one more criterion as an element when segmenting markets and determining what who sees.That is what Eltiempo.es does, which has just presented its system in a press release. The parameters that allow segmenting the campaigns are those related to health (such as pollen levels) or those marked by geography, but also meteorological parameters. Thus, the segmentation can take into account precipitation, cloud cover or wind speed. These data can be crossed with those of advertising services such as Facebook Ads.

The company is one of those that offers the service, but not the only one. In English, there are already those who even use the concept “weather-based mobile advertising”, mobile advertising based on time.The basis of this segmentation process is precisely in this idea, that the weather affects how we see the ads but also how the weather changes what we buy and what we want. As noted in an infographic from Connext Digital, time-based ads are more effective, achieve a better consumer experience, and improve campaign accuracy.

 

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