In Yandex Direct appeared adjustment rates for weather

The Yandex Direct team reported that in the advertising system they have made meteorological forecast adjustments. Weather is an important factor that should be taken into account in communication with the audience, the report says.

If the demand for a product or service is changeable, like the spring sun, it is good to have on hand the appropriate tool for setting up advertising. We thought about this and added direct adjustments to the rates for the weather.

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Now the adjustments work for text-image ads, media, Outdoor and video advertising, as well as in “Private transactions” in Direct. Over time, we will add them to other types of campaigns.

An advertiser can raise or lower rates from −100% to + 1200% by several meteorological parameters: air temperature, precipitation intensity and cloudiness. They can be applied to an ad group. In the new interface, adjustments for the weather yet.

Adjustments for weather conditions will be useful for a variety of businesses: with pronounced seasonal (selling clothes and shoes or tires) or situational (delivery, taxi) demand, entertainment companies (shopping centers, games, music, movies), large advertisers (real estate, cars , FMCG) or small organizations (services).
Of course, this is far from an exhaustive list.

Source: yandex.ru/adv/news