Jan. 29, 2013
Digital out-of-home firm Adspace Networks has partnered with multimedia weather information source AccuWeather to bring local weather forecasts to the Adspace Digital Mall Network nationwide, Adspace announced recently.
AccuWeather will provide mall-specific content for in-mall digital signage, including daily weather reports and automated updates for weather alerts such as severe weather (snow/rain), pollen count or excessive heat advisories.
"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, EVP and CMO for 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, Adspace said.
"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. Even a high pollen count could trigger a sponsorship for an allergy medication, for example," Ketcham said.
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