Follow

Best Practices: Weather Triggering

With the Automation Engine, you are no longer restricted to human working and waking hours to execute the most contextually relevant targeting for your ads. One of our most popular rule types is using our weather API integration to trigger ads based on the current weather conditions in a target audience's location. 

Plan Ahead: Understand what Triggers are Available

AdParlor currently supports the following weather triggers (which can be used in conjunction with any of the other performance or time-related triggers):

  • Current cloud conditions
    • Clear/Sunny, Fair/Mostly Sunny, Partly Cloudy, Mostly Cloudy, Cloudy
  • Current precipitation
    •  Units: in/h, mm/h
  • Current snow depth
    • Units: in, cm
  • Current temperature
    • Units: °F, °C
  • Current weather conditions
    • Any Precipitation, Blowing Dust, Blowing Sand, Blowing Spray, Fog/Mist, Hail, Haze, Ice, Rain, Smoke, Snow, Thunderstorm, Unknown Precipitation, Volcanic Ash, Water Spouts
  • Current wind direction
    • N, NNE, NE, ENE, E, ESE, SE, SSE, S, SSW, SW, WSW, W, WNW, NW, NNW
  • Current wind gust
    • Units: mi/h, km/h, knots
  • Current wind speed
    • Units: mi/h, km/h, knots

Our weather API partner has access to hundreds of different data points — if the trigger you are looking for is not listed here, please reach out to your account manager.

Note: Weather conditions are provided at the city-level. Larger cities also have borough-level data available (e.g., Brooklyn, NY). 

 

Plan Ahead: Structure your Campaigns to use Regional Targeting

We recommend splitting your target audience into different ad sets: one for each geographical region. City-level targeting is recommended, but province or state-wide targeting can also be used. Plan ahead and pick the main triggering city you wish to check the weather for (e.g., targeting Pennsylvania state but using the weather in Philadelphia as a proxy for the state). 

Each ad set should contain all the relevant creative for each weather trigger per location (e.g., sunny creative, rainy creative, always-on creative). 

Screen_Shot_2017-10-16_at_10.22.36_PM.png

 

Structure your Rule Set 

We recommend structuring your Rule Sets to reflect the campaign structure: one rule to govern each location. This enables you to quickly and easily turn them on and off as required. 

Screen_Shot_2017-10-16_at_10.22.36_PM.png

 

Rule Settings

Frequency: We've found the best performing rules to use a frequency of 15 minutes (checking for weather conditions every 15 minutes). Any more frequent is disruptive towards ad delivery, and any less frequent may cause you to lose out on contextual relevancy when your ad actually goes live.

Screen_Shot_2017-10-16_at_10.23.52_PM.png

Scope: Set your rule scope to the Ad Set level for each targeted location.

Screen_Shot_2017-10-16_at_10.23.42_PM.png

 

Rule Logic — Using IF, ALTERNATIVELY IF, and OTHERWISE

You can combine any number of conditions together using condition groups. We recommend using the IF and ALTERNATIVELY IF branches as the "activation" branches, and using the OTHERWISE branch to turn off your ads in all other scenarios.

Screen_Shot_2017-10-16_at_10.24.10_PM.png

 

Duplication

Once you've set up the rule properly for one location, simply duplicate your rule and modify each one for each location!

Comments

Powered by Zendesk