SUMMARY
- Temperature has a relevant impact on sales of many products.
- Hence, the ad performance for such products may be highly dependent on temperature.
- The case illustrates an increased conversion rate of 20% when advertising at 30-34° degrees compared to a conversion rate boost by 300% at 15-19° degrees.
CASE 01
SALES
For most products, weather conditions and outside temperature have an impact on sales. Cyreen found similar patterns when analysing its data pool. However, the relevance of such factors as well as the correlation with advertising effectiveness varies strongly across product categories.
Below-illustrated results indicate a negative correlation between outside temperatures and sales of the advertised product: the higher the outside temperature, the less products are being sold. Our weather analysis provides the necessary insights to target optimal weather conditions and reduce scattering losses in order to improve the efficiency of a campaign.
In this specific case study, the campaign on C.A.P. generates most value when being played in combination with cooler temperatures. C.A.P. markets clearly outperform reference markets on average across the last five weeks whereas the opposite effect for high temperatures was observed. Ultimately, C.A.P. optimizes its playout strategy for the customer by making use of these learnings in order to boost sales and maximize ROI.
Product Category
Brand
Campaign Period
Impressions
undisclosed
undisclosed
21 Weeks (CW1-CW21)
716’253
CASE 02
CONVERSION RATE
The development of the white bars reflects the shopper’s general purchasing behavior without instore advertising of the product. It indicates increasing conversion rates when outside temperatures are rising (shown in white bars). Shoppers seem to be more likely to buy the product when it is hot outside.
Contradicting the obvious assumption to advertise the respective product when it is hot outdoors, the campaign on C.A.P. reaches its strongest impact (shown in red bars) in combination with cool temperatures as the additional sales uplift triggered by the C.A.P. campaign during hot days is only marginal compared to cooler days. This is why the ROI can be optimized when emphasizing on low temperatures for the campaign playout.
Advertisers can individually define the temperature thresholds that are of most importance to their business. Cyreen’s team will analyse the impact of weather even on market level and derive reliable results based on large amounts of data points.
Product Category
Brand
Campaign Period
Impressions
undisclosed
undisclosed
21 Weeks (CW1-CW21)
716’253
Conversion Rate
Whitepaper:
Barilla Case Study
Learn more about the analytical potential and methodology of C.A.P. with this case study conducted with Barilla.
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