“We’ve grown from being a straight media company into being a data- and technology-led platform,” Steinberg said, “The fact that we can now build weather strategies for our marketing partners, leveraging WeatherFX within the confines of our own media facing as well as outside of our four walls, speaks to the potential for weather data and how we can help marketers reach consumers wherever they are in their daily routine.”
The deal presents an opportunity to grow Twitter’s ad base both regionally and nationally. Big-brand sponsors already work with The Weather Channel, as do smaller regional companies. The Twitter platform is, by nature, equalizing for marketers as users share openly their interests and their locations.
No TWC advertisers are amplifying their campaigns on Twitter just yet, but the potential is clear. Using The Weather Channel’s weather predictions, a hardware chain such as Home Depot could launch a campaign for spring gardening tools across Twitter that is triggered before, during or immediately after springtime showers. By the same coin, smaller hardware retailers could target consumers through Twitter using the same weather-activated mechanism.
To date Twitter is the only social platform where TWC buys directly, but that may change as WeatherFX courts additional supply partners that are dabbling in programmatic sales.
“We are prioritizing where we build out next,” Steinberg said. “And we’ll definitely be looking at other social platforms.”