CASE STUDY

WHEN WEATHER TURNS THE AD ON

CHALLENGE

We decided to test the impact of weather on campaign performance – specifically, whether personalizing ad delivery based on current temperature and sunny weather conditions can improve delivery efficiency and cost per impression.

SOLUTION

As part of the test, we ran two parallel banner campaigns with the same creative, where one was optimized based on current weather conditions (active only when the temperature exceeded 23 °C and the weather was clear or partly cloudy), and the other used standard targeting.

RESULTS

32 %

lower CPM

+1 %

higher viewability