Digital weather service, The Weather Channel, has appointed Lindsay Wiles to the new position of strategic sales director to lead the development and sales of its new weather data service, WeatherFX, to marketers within the UK.
According to The Weather Channel, WeatherFX gives marketers the ability to leverage the connection between location and the effect of weather conditions to influence consumer purchase. By overlaying sales information with weather data to create predictive analytical models, advertisers are able to deliver dynamic messaging and weather triggering capabilities on a hyper-local basis across web, mobile and tablet, the company said.
Working with the UK marketing community, Wiles will head up the team tailoring specific weather data products to premium brands and media agencies. She will report into Ross Webster, managing director EMEA, The Weather Channel.
“We are very pleased that Lindsay is joining us at such a watershed moment in the evolution of The Weather Channel. Weather impacts everyone’s life, every day, and The Weather Channel facilitates people’s lives, guiding them in deciding what to do, where to go and what to buy, making our brand and data inherently social, local and mobile. We are confident Lindsay’s deep experience from mobile and web publishing will be a great asset for us” said Webster.
Wiles has more than 18 years’ experience in sales and marketing roles within digital, mobile and radio. Most recently Wiles held the position of head of international mobile at premium mobile advertising sales agency 4th Screen Advertising, where she was responsible for managing all international activity and identifying new commercial opportunities to grow global revenue.
“I am very excited to be joining The Weather Channel during such a key period of growth for the business. To be able to offer advertisers competitive advantage through the ability to harness environmental data to drive incremental sales presents a unique opportunity in the market. I am looking forward to being part of such a compelling proposition and learning from the existing, strong team,” said Wiles.
Quaker is the latest brand to run a weather triggered advertising campaign, currently live on The Weather Channel’s mobile and desktop sites. Using ‘ADaptor’ technology, a dynamically tailored creative message is delivered to the user, dependent on the current climate in their location. Below 5˚C the advert reads ‘It’s cold outside…Feel warm inside’. Above this temperature the advert changes to say ‘When it’s cold outside…Feel warm inside’. The ‘ADaptor’ solution, which can also pull in the real-time temperature into the creative, enables advertisers to tailor the message to increase a campaigns impact and relevance, said The Weather Channel.
The Weather Channel said it reaches more than 175m unique weather users worldwide with 7.5m unique users in the UK through web, mobile and tablet, providing comprehensive and reliable weather information for more than 2,900 UK postcodes, nearly 2,000 UK cities and hundreds of thousands of locations worldwide.