Weather Underground To Offer Advertisers The Ability To Target Its Users Using Nielsen Data
SAN FRANCISCO, April 20th, 2010 – Weather Underground, the nation’s first online weather service, today announced a pioneering new targeting capability for advertisers on its website wunderground.com. Working with Nielsen Claritas, an expert in segmentation and targeting solutions, Weather Underground is the first and only web publisher with the ability to target segments of its user base measured against any of the 4,000 plus Nielsen @Plan profile points.
“Nielsen @Plan is the industry standard method for online advertisers to define their target audience so what better way can there be to reach that audience than delivering impressions based upon @Plan data itself,” said Richard Lowden, VP of Sales at Weather Underground. “We are always looking to pioneer new technologies to maximize the effectiveness of our advertisers’ campaigns and this is yet another unique targeting ability available on wunderground.com.”
Online advertisers are under increasing pressure to cut out wasted impressions and maximize their ROI’s. Nielsen Claritas generates a Market Potential Index (MPI) for each @Plan profile point against every ZIP Code in the US – allowing advertisers to focus campaigns on wunderground.com to users in the highest ranking ZIPs for any @Plan profile point. Analyzing every single ZIP with an MPI provides advertisers with a greater degree of scalability to their campaigns as they can adjust the target index level depending on the desired volume of impressions.
“This new targeting capability that we have developed with Weather Underground utilizes the precision and detail of Nielsen @Plan data to deliver a whole new level of segment targeting,” commented Bruce Wilkinson, VP, Media & Communications of Nielsen Claritas. “Many of the @Plan profile points are brand-specific so this degree of behavioral targeting provides advertisers with a unique opportunity to focus their messages to the most relevant audience.”
Weather Underground can provide a wide array of unique targeting opportunities using Nielsen’s PRIZM segmentation linkages to other syndicated data sources. Further information can be found at http://www.wunderground.com/about/adinfo.asp.
About Weather Underground
The nation's first online weather service, Weather Underground is committed to delivering the most comprehensive, reliable weather information possible. The company's state-of-the-art technology monitors conditions and forecasts for locations across the world. With thousands of international users contributing local observations from personal weather stations, Weather Underground is able to provide up-to-the-minute weather conditions for the most finely targeted areas. In addition to serving free online weather information to millions of Web users, Weather Underground delivers custom-designed weather page solutions to an array of businesses and media clients - both online and in print.