The heat begins to spike in the middle of summer, and suddenly the online ads you see promise thirst-quenching drinks, air conditioning systems, and convertible cars. Coincidence? Far from it: local firm
Totally Interactive Weather, helmed by well-known meteorologist Dave Dahl and his son, Andy Dahl, is pioneering an ad platform that utilizes weather information to shape an advertiser's message.
Started in 2007, and often referred to as TiWi, the company was formed as a way to bring more weather information online, and disseminate it to other media properties. But the startup began at a difficult economic time, says Andy Dahl, and some lean years of trying to sell subscription content convinced the founders that they needed a stronger model.
"We began thinking of ways to go toward an advertising revenue model," he says. "Essentially, we were providing weather content for free, and attaching advertising to that content to monetize in that space."
That led to the debut of a technology called Trigger X, connecting weather data with advertising to make online ads more relevant and timely, Dahl says. The new platform provides in-the-moment ad messages based on changing weather patterns. For example, if someone is reading the Denver Post online and snow is moving into the area, Trigger X will prompt advertising that might include last-minute skiing specials, or snow shoveling service offers.
The platform went through beta testing in February, and just launched officially in May. TiWi is working to partner with ad agencies and media companies, and Dahl is confident that growth is as imminent as, well, the next big heat wave.
Source: Andy Dahl, Totally Interactive Weather
Writer: Elizabeth Millard