In addition to location-based advertising, other contextual targeting options will drive another big wave to boost the ROI of every mobile advertising campaign in which marketing messages can reach the target audiences when they are exposed to a particular relevant context.
In Hong Kong, the contextual targeting option will soon be available on Hong Kong Weather, the most popular app in Hong Kong for weather information.
Advertisers can reach their target audiences when they are exposed to different weather conditions. The advertisement could be triggered due to the change in temperature, relative humidity, UV index or air pollution index.
This kind of contextual advertising will unprecedentedly benefit advertisers with products consumption related to weather condition. For instance, a beauty brand can advertise sun-screen products with different SPF value at the same time. When the UV Index is 8 or above, the beauty brand can recommend a higher SPF value (say 130) for their target audiences while the one with lower SPF value (say 50) will be recommended when the UV index is lower.
In addition to targeting people using their demographic profile and location, message relevancy subject to weather condition to drive product consumption will be another effective mobile advertising tactic very soon.