Advertising · Large-scale mobile promotion field data analysis
Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness
Marketing Science · 2017
Summary
The study found that response was higher and faster in sunny than cloudy conditions, and lower and slower in rainy than cloudy conditions.
For your marketing
Possible founder application
A reminder that context can moderate campaign response. For location-sensitive products, test contextual variables with controlled allocation and include the cost and practical value of targeting.
Reported result
What the study found
The authors report that response was higher and faster in sunny than cloudy conditions, and lower and slower in rainy than cloudy conditions. Message tone altered these weather-related response patterns.
Research question
What the authors investigated
Do local weather conditions and advertising tone change consumers’ response to mobile promotions?
Design
The study analyzes mobile promotion response in relation to local weather and message tone and tests whether the pattern is explained only by differences in mobile usage.
Sample and setting
Mobile promotion campaigns observed across weather conditions; the publisher summary reports comparative response timing and purchase response but not a full sample description.
Scope and transfer
Limitations to keep in view
The summary concerns specific mobile promotion data and cannot establish that weather targeting is appropriate or profitable for every product, market or location. Exact sample and model details require the paper.
Research sources
INFORMS article record and publisher research summary; high-level summary only, with no universal benchmark claim.