Yell.com to launch online weather ads

UK local search engine Yell.com is launching an interactive advertising campaign which will deliver different ad executions depending on the weather at the time a search is run.

The campaign was developed by digital agency AKQA, with i-level responsible for media strategy, planning and buying.

Executions are tailored to topics which consumers traditionally search for, either according to current weather conditions or at set times of the year. So, for instance, one of the executions focuses on parents “facing high pressure from the kids this summer” and highlights popular outdoor activities, if the weather is good. If it is raining, the ads will highlight how Yell.com can find local indoor activities.

A real-time weather information feed allows the executions to change depending on the weather in a given region. For instance, someone accessing thisislondon.com on a warm day in the capital will come across a “sunny” execution, with an outdoor theme.

The new ads emphasise Yell.com’s additional features such as maps and directions, keyword searching and the ability to search by specific locations, including London Tube stations.

The online ads will appear on a wide range of sites and portals including point-of-need sites such as TheTrainLine, London Eating and Streetmap and music and entertainment sites such as Mean Fiddler, The Raft, Channel 4 and Big Brother.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here