Look At How Businesses Can Get Business Opportunities From Weather Forecasts.

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< p > for example, aware of the public interest in weather information, Facebook puts weather forecasts on activities and other major pages.

Recently, < a href= "http://www.91se91.com/news/index_c.asp" > Google < /a > (Google) has also implemented a plan to make use of the weather to make money through its new advertising mechanism, which can publish advertisements and corresponding weather conditions according to the global positioning of users.

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The Weather Company, the weather media agency in Atlanta, USA, has made full use of its loyal fans and technology to launch various weather products and services, including original broadcast and web applications, and has reached a content collaboration with twitter (Twitter). At the same time, P Weather has also developed weather data services to foreign governments.

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< p > weather data was once dominated by the National Weather Service of the government.

However, business weather has grown into an industry with 350 companies.

Over the past two years, the total annual revenue of these companies has increased by 50%, and the annual revenue is estimated to reach US $3 billion.

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< p > there are real reasons for the development of the weather business, including: more and more air passengers and people who go out for the weekend understand the weather forecast before they start.

In addition, enterprises are also very concerned about the weather.

A study finds that 1/3 of US gross domestic product will be directly or indirectly affected by climate.

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< p > "the development of private weather services is being promoted by two forces. First, a more accurate weather forecast has its economic necessity, and this service also has a self reinforcing function."

Walton business school, < a href= "http://www.91se91.com/business/" > marketing /a /a, Professor Robert Meyer, associate director of Risk Management and Decision Processes Center, said, "people have a deeper understanding of the weather problem.

For the The Weather Channel, a very bad climate event, such as a severe snowstorm or hurricane, is a huge advertising carrier.

At the same time, once people get used to watching weather programs and downloading weather applications, more services will follow.

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< p > People's growing interest in weather also comes from the fact that in recent years, the weather has been shown in front of people in a very tempting and dramatic way.

Walton, a professor of marketing at Contagious: business school, and Jonah Berg (Jonah Berger), the author of "dissemination: the emergence of Things Why Catch", said, "weather forecast is just like an exciting sports season, like the summit of the final minute.

In addition, there are no major weather events and abnormal weather conditions that have occurred so frequently in recent years. "

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The debate over climate change continues to heat up. "Weather has more political status than before," P said.

Berg added, "but I don't think this is the reason why people talk more about the weather.

I think the reason is that people always want to see amazing new things.

In recent years, the weather has become more and more surprising.

After a blizzard, every snow will attract more attention.

People want to know, "is it bigger than we expected?" "/p".

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< p > because many companies are Private Companies, it is difficult to calculate the scale of the entire climate industry.

However, Rich Jeffries (Rich Jeffries), director of the business climate, education and training cooperation program (COMET) of University Corporation for Atmospheric Research (UCAR) estimates that the total sales of the industry as a whole is US $3 billion, and the value of the whole industry is US $6 billion.

The industry's entities are from small consulting firms to large weather forecasting groups, including media organizations such as weather companies.

These institutions can provide services for energy, agriculture, construction, insurance and other industries.

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Jeffrey Lazo Lazo, an economist at the University of Atmospheric Research University, is the first author of a research paper in 2009. The study shows that 300 billion people in the United States get weather information every year in 2009.

Why do businesses not look for ways to turn this interest into money? "As an economist, I think that, like any industry, enterprises will increasingly participate in it, because there are more opportunities to make money," Lazo said.

"Taking into account the progress made in the field of meteorology, modeling and computing, the Private Companies can provide a lot of value-added services to specific customers who can not and should not provide services to those national weather services."

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< p > on Google's latest plan, Pinar Yildirim, a professor of marketing at Walton business school, said: "consumers will take part in different activities and adopt different forms of consumption according to weather conditions." Pinar

Similarly, unexpected weather conditions can promote sales of certain products in a short time.

This technology helps to find out the seasonal demand of consumers accurately, such as the demand of people in the first snow, the first good weather, the first hot summer weather and so on.

It is a good idea to remind consumers to prepare swimsuits, new skis or snowshoes when weather conditions are appropriate.

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"P," she adds, "similarly, participation in outdoor and indoor activities under different weather conditions has different attractions for people.

A cold rainy day may be very suitable for seeing a movie, but the weather at 75 degrees Fahrenheit (about 24 degrees Celsius) is very suitable for eating out.

According to local weather, Google can provide more "accurate weather" advertising, thereby enhancing the effectiveness of advertising.

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< p > Cable TV weather channel is another business entity that actively turns people's interest in the weather into money.

The company changed its name to weather company in October last year, which reflects the expansion of the company's business beyond traditional cable channels.

(the company's television business is still known as the weather channel.

David Kenny, chairman and chief executive of the company, said that the improvement of weather forecasts and the enhancement of weather forecasting capabilities for specific geographical locations have opened up different ways of applying weather forecasts to the company, as well as the ability to collect and use more data, "to make investment more valuable." (David Kenny)

We can provide better and more accurate forecasts and provide weather forecasts and solutions within a certain period of time, which means that we can do very well in area forecasting.

Therefore, we can use these forecasts in many different ways. "

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< p > people can also find similar super localisation weather forecasts on WeatherBug websites, which can provide information collected by several weather stations within a distance of two miles.

Accuweather.com allows users to filter information according to hobbies, allergies, and other specific interests.

For example, a weather forecast released in Cleveland in April 8th carried a proposal to prevent static hair.

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< p > knowing who is watching, where to look and what weather to watch the weather forecast means that the enterprise can better understand customer needs.

Kenny said, "in order to understand how regional weather forecasts promote sales, our best advertisers have started building models."

For example, last week, on the weather channel website, if you click on a warning of a "possible hurricane", you will start playing a local content video, which is a soft spring paint advertisement. The audience can buy it at the local Lowe's Companies (Lowe 's) store. The map shows that the store is within the walking distance of the audience.

But the next thing is the weather forecast hundreds of miles away.

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< p > to find out who is watching and why to see is a recent experiment conducted by the weather channel. It is also a test of patience for some viewers.

100 million families in the United States can watch the weather channel. The former CEO of the channel began to launch programs that are not so closely related to the weather, such as the reality show of lifeguards.

Some of these programs will be retained, and other long documentaries will be added.

2013-2014 during the broadcast season, the program will be increased from 8 episodes to 20 (including Lifeguard lifeguards).

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< p > "I want to say that in recent years, we have been trying to find out where the border is, and have been trying to understand the degree of tacit agreement between our core audience."

Kenny said, "our programs must be related to weather, nature and science, and have very interesting roles.

We must figure out how to arrange the entertainment part of this business.

Online weather videos are very short - they are between 3 and 5 minutes, which is consistent with the industry's awareness of the duration of attention.

"We have seen a substantial increase in video ratings.

The program has only been launched for a few months, and we are now one of the top 15 websites with the highest ratings.

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< p > when the whole industry moved decisively into the mobile platform, the weather company was not left behind.

Kenny said that the company has downloaded 106 million applications.

The advertise terms for these applications are: "forecast rain at 3:15 PM - you don't need to guess again! If the weather conditions in your area (snow or rain) will change within 6 hours, we will not only let you know the possibility of precipitation, but also tell you the exact time of precipitation."

We call it "relationship prediction".

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< p > another area with good growth conditions is < a href= "http://www.91se91.com/news/index_s.asp" > international market < /a >.

Kenny said that the weather company is now providing information for government agencies in South Africa and China, and is also negotiating with other countries.

In July, the company bought a Weather Underground, a major rival website. Some fans described it as a cultural betrayal - from data driven to entertainment oriented website culture.

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