Talk with a media buyer in Cleveland flipped my whole view on programmatic

I was grabbing coffee last week and ran into this guy Marcus who buys for a regional auto chain. He told me they stopped targeting by demo entirely and started using only weather triggers and it boosted their conversion rate by 40 percent. Made me realize I've been overthinking audience profiles when context like rain or snow might matter way more. Has anyone else tried dumping traditional targeting for something that random?

2 comments

2 Comments

the_nathan2d ago

Weather triggers are interesting but how do you even set that up without a ton of data showing which weather patterns actually matter for your specific product? Like rain boosting auto service ads makes sense but what if you're selling something seasonal like patio furniture? You'd have to test rain vs sun vs temp and hope you don't burn your budget figuring it out. Did Marcus mention how long it took them to get that 40% lift, or was it pretty much overnight after they flipped the switch? I always wonder about the ramp up time with these hyper specific triggers because my campaigns usually need a couple weeks just to shake out the garbage data.

charles4422d ago

Does anyone actually have enough time to obsess over weather patterns that much?