Company highlights Climatempo’s audience segmentation capacity
The great climate variations, recorded every day with greater intensity, have become a reason for the attention not only of environmentalists, but of companies from the most diverse sectors whose activities are impacted by the climate. Being able to more predictably identify significant changes in weather behavior minimizes risks for businesses and, at the same time, creates opportunities for brands to connect with audiences linked to weather forecasts.
It is in this context that Climatempo has been attracting a number of advertisers to its platform, which encompasses the websites climatempo.com.br, tempoagora.com.br and agroclima.com.br, in addition to the Climatempo app. Together, these channels already have more than 20 million unique visitors, both on desktop and mobile devices.
Revenue from advertising increased 260% between 2018 and 2022, and already represents an important percentage of our group revenue, highlights Rafael Bruno, vice president of media at Climatempo
Data shows, for example, that every half-degree increase in the average daily temperature increases beer sales by up to 1.5%, and that, during intense heat waves, the consumption of non-alcoholic beverages, such as water, increases above of 40%. Another example is the sale of fans, whose demand rises to a high level when temperatures exceed 25 C.
The launch of a new clothing collection can be greatly influenced by weather conditions, just like the sale of sunscreen or insect repellents, highlights Rafael Bruno. Among Climatempo’s main advertisers are companies such as Unilever, Colgate, Stihl, Banco do Brasil, Mosaic Fertilizers and Engie.
Rafael Bruno highlights that Climatempo’s audience segmentation capacity, combined with factors such as the geolocated climate context, has a positive impact for brands, which are able to access qualified audiences with great precision.
The delivery of campaigns can also be carried out simultaneously, and in an integrated manner, contracting analysis services and meteorological forecasts, creating a very interesting package of services for companies in different sectors, including B2B, adds Rafael Bruno.
