How UV triggering ad helps L’Oreal Paris to boost its sunscreen product awareness and consumption
L’Oreal Paris launched Hong Kong’s first Weather-based Contextual Targeting Advertising on Hong Kong Weather Mobile App.
This innovative ad-serving mechanism is simple but powerful. When the UV Index is below or equal to 5, the advertising message reminds audiences to pay attention to skin protection by using sun screen products although UV level is low; while the UV Index is above 5, it will urge audiences to put on sun screen products immediately to protect their skin when they are exposed to high UV level.
With advertising message highly related to weather condition when audiences are experiencing at that moment, it can create a higher level of awareness, stronger sense of urgency and higher level of buying impulse to the products.
“Weather is one factor that affects our purchase decision,” Penny Wong, General Manager of AMAZE Mobile Media said, “Advertisers can reach the audiences when they are exposed to specific weather condition, with aligned ad creative elements to fulfill their needs right away.”
“I’m sure Contextual Targeting ad will drive another big wave to boost ROI on mobile advertising campaigns.” Penny added.
Contextual Targeting is now only available on Hong Kong Weather app within AMAZE Mobile Media advertising network. The advertisement could be triggered due to the change in temperature, relative humidity, UV index or air pollution index. This kind of weather-based contextual advertising will unprecedentedly benefit advertisers with products consumption related to weather condition.