Scroll Media has locked in an exclusive representation agreement with AccuWeather for the Australian and New Zealand markets.
The agreement grants Scroll Media exclusive rights to represent AccuWeather’s premium advertising inventory in both countries.
The partnership allows advertisers to activate targeted campaigns triggered by hyper-local weather data. This aligns brand messaging with real-time user intent and daily behaviours.
Monetising the forecast
Weather heavily dictates consumer decisions. Jane Ormsby, managing director of Scroll Media, noted that practical choices and lifestyle decisions often depend on the forecast.
“Weather governs a significant portion of our daily intent and decision-making,” Ormsby said. She added that AccuWeather provides exceptional accuracy, making the platform an ideal partner for delivering impactful data-driven advertising solutions.
Scroll Media already has runs on the board. The firm has successfully executed local weather-triggered campaigns for major brands. It currently holds advanced discussions with numerous advertisers eager to connect with users as they engage with daily weather information.
Growing local audience
Brian Lavery, head of AccuWeather international sales, said Australian traffic on the platform has grown substantially. The site now boasts over two million monthly users locally.
Lavery attributed this growth to ongoing enhancements in data precision and forecast reliability. “This surge in our user base enhances opportunities for both mass-reach and highly localised campaigns across Australia and New Zealand,” Lavery said.
Through the new deal, Scroll Media offers advertisers access to high-impact ad formats. The firm also provides specialised advertising solutions based on weather, health and lifestyle data.
Blue skies ahead for Scroll Media and AccuWeather. Image: supplied
The business of weather
These distinct data segments let brands engage audiences exactly when the weather context matters most.
Globally, a billion people rely on AccuWeather across its digital consumer platforms. The platform consistently ranks among the top 100 most-visited websites in the world.
The forecasting company states its data has saved over 12,000 lives and prevented injuries to more than 100,000 people. AccuWeather also provides enterprise services, supplying accurate forecasting to more than half of the Fortune 500 companies globally.
Feature image- Jane Ormsby, managing director of Scroll Media.