• by Tyler Loechner  @mp_tyler, November 5, 2014

The snowy winter of 2013 was named a culprit by some retailers that didn’t meet holiday goals. With the 2014 holiday shopping schedule rapidly approaching -- or already here, in some cases -- Eyeview, an online video ad platform, wants retailers to use weather to their advantage this year, with the help of programmatic advertising.

The company this week launched the “Eyeview Weather Tracker,” an addition to its platform that monitors weather forecasts across an advertiser’s target markets, according to a release. The tracker “automatically deploys creative customized on-the-fly to deliver relevant messages and calls to action” based on current weather conditions.

For example, retailers could use the new tracker to automatically stop serving ads for brick-and-mortar locations during a snowstorm, a company representative explained.

“Retailers can’t risk a drop in sales around the holidays due to inclement weather; this is the most important selling season for them, and, as always, our goal is to help our retail partners reach their target consumer with the right message, at the right time.” stated Oren Harnevo, CEO and co-founder of Eyeview.

"Retail snow" image via Shutterstock.