Adspace Networks is partnering with AccuWeather, a worldwide multimedia weather information source, to bring local weather forecasts to the Adspace Digital Mall Network nationwide.
AccuWeather will provide mall-specific content including daily weather reports and automated updates for weather alerts such as severe weather (snow/rain), pollen count, or an excessive heat advisory.
"Our programming research shows that nearly 70 percent of our shoppers want to see quick local weather updates, including severe weather alerts," said Bill Ketcham, executive vice president and chief marketing officer of Adspace Networks. "Content drives our viewing and ad awareness levels. AccuWeather completes the trifecta of desirable programming — what's on sale, mall events and weather."
The AccuWeather content will integrate into 15-second spots that can be sponsored by advertisers. This is particularly relevant to seasonal advertisers such as pharmaceutical companies, automotive, home improvement and retailers.
"The combination of AccuWeather, the world's best-known and most widely used source of weather information, with Adspace Digital Mall Network, the largest place-based digital network, creates a powerful advertising platform that reaches shoppers on the path to purchase," said Ryan Ayres, vice president of place-based media ad sales. "Because weather is the most-requested news item on place-based media, the superior accuracy of the branded AccuWeather forecast is proven means to maximize viewership."
"We are able to generate a real-time campaign for brands based on the weather triggers, such as a pending storm front or an excessive heat advisory," Ketcham said. "Even a high pollen count could trigger a sponsorship for an allergy medication, for example."
Adspace Networks Inc. owns and operates the Adspace Digital Mall Network. Currently located throughout 206 Class A malls across the United States, the network consists of 2,824 HD "Smart Screens" in three formats: Nine-foot "floor mounts" in portrait format, 42- to 63-inch "aerials" in landscape format, and 8-by-14-foot "spectaculars" in landscape format. All Smart Screen displays show programming to enhance the shopping experience, combining a mix of the best sale items in the mall, the hottest seasonal items available, fashion trends and mall events. The network reaches 48 million unique individuals each month, and according to the company, is particularly effective at reaching teens, young adults and women.
Every day, 750 million people worldwide rely on AccuWeather to help them plan their lives, protect their businesses and get more from their day. AccuWeather provides hourly forecasts for more than 2.7 million locations worldwide, with customized content and engaging video presentations available on smartphones, tablets, free wired and mobile internet sites, connected TVs and Internet appliances, as well as via radio, television, and newspapers. AccuWeather also delivers a wide range of highly customized enterprise solutions to media, business, government and institutions, as well as news and weather content and video for more than 72,000 third-party websites, including The Wall Street Journal, CBS News Mobile and The New York Times.
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