Ripmaster will also work with auto companies that use weather to slot in custom creative, such as a message about safety during rainy weather, which will be powered by WeatherFX. Using Weather’s location-focused targeting, JourneyFX, advertisers can target a luxury car to people who have visited a Ritz-Carlton or shop at designer stores.
These products can help serve automakers’ branding goals and also drive actions lower down the funnel. Ripmaster sees automakers shifting their focus from top-of-funnel to mid-funnel campaigns. Or in auto parlance, spending time on tier two, not tier one.
“When I started working with auto, everyone was really focused on tier one: national branding messages and the launch of new vehicles,” Ripmaster said. “They are finding that the dollars are working harder on the mid- and lower funnel.”
That focus on driving actions means auto advertisers value being able to target ads down to specific geos and using that data to create targeted messaging – an area in which The Weather Company considers itself poised to excel.
"There is a hyperfocus now on the lower funnel: Location is a big part of messaging, as well as making sure that message is targeted to the consumer and actionable,” Ripmaster said.