Mindshare and Weather Co., parent of the Weather Channel, have struck a deal providing Mindshare access to reams of weather data the agency will be able to use to adjust ad buys based on weather forecasts.
That’s according to a Wall Street Journal blog report that the deal is expected to be announced this week.
According to the blog report, the agreement comes in the wake of efforts by Weather Co., run by ad veteran David Kenny, to better understand how consumer habits change with the weather.
The deal doesn’t appear to be exclusive. According to the WSJ report, Weather Co. hopes the Mindshare agreement will be the first of many similar deals.
It’s likely that Mindshare will integrate the weather data it receives via the agreement with the agency’s “Loop” operation that is designed to identify and activate real-time media and marketing opportunities for its clients.
A Mindshare rep didn’t return a query seeking comment about the WSJ report.