The Weather Channel is licensing Amobee’s data-driven ad platform to optimize its linear TV campaigns. Amobee can also increase cross-channel performance across connected TV and digital media.
The network will utilize Amobee’s audience activation via Open AP, an advanced ad company that aids in real-time ad targeting to improve ad effectiveness and scale.
“Savvy marketers increasingly need to reach precise audiences, and having the right data, technology and interoperable partnerships is essential,” said Barbara Bekkedahl, president, ad sales and client partnerships, Weather Group at The Weather Channel.
Bekkendahl noted that expanding its relationship with Open AP makes campaigns easier for “advertisers to plan, execute and measure.” The process drills down into granular insights to aid in campaign storytelling.
Chris LoRusso, Chief Business Officer at OpenAP, added: “Advertisers can leverage first- or third-party data to build optimized media plans to drive incremental reach and take a more holistic approach to data activation."
Since its launch 40 years ago, The Weather Channel television network claims to be the top-rated and most widely distributed weather network in the U.S. The Weather Channel CTV app is available on Amazon Fire TV and Android TV.
Open AP clients include AMC Networks, Univision, Disney and NBCU.