PumpTopTV Launches Weather I.Q.
Halls first brand to use system that allows brands to tailor messages to local conditions
Published in CSP Daily News
SANTA MONICA, Calif. -- Outcast Media's PumpTopTV has announced its new Weather I.Q. product that will allow brands to customize messages based on local weather conditions such as temperature, rain and pollen count. Halls is the first brand to use this product to inform active consumers at the pump of the pollen count in their local zip code and promote Halls as a helpful antidote for allergy symptom relief of cough and sore throat.
Using the dynamic targeting of PumpTopTV's 11,000 digital displays in nearly 50 markets, the campaign will run in high allergy markets across [image-nocss] the country.
The Halls ad campaign uses the Weather I.Q. product via a web feed from AccuWeather.com that was customized for Outcast to display a high or low pollen count for each zip code. Dynamic content is then triggered by the feed to create a more informative and relevant experience for drivers filling up at a PumpTopTV-outfitted gas station.
The new Halls/Outcast campaign can only be viewed at PumpTopTV-outfitted gas stations and will highlight that Halls can help relieve cough and sore throat symptoms caused by allergies. At the end of the commercial viewers will see a five-second spot that indicates a currently high or low pollen count in that area urging consumers to pick up some Halls today or to stock up for a high pollen count day.
"With the exciting launch of our new Weather I.Q. product, the Halls campaign is a prime example of how advertisers can utilize the power of PumpTopTV's strategic targeting to localize content and create a more relevant consumer experience. Our on-the-go audience is most susceptible to outdoor allergens, so we're excited to partner with Halls to help allergy sufferers better manage symptoms," said Nathan Gill, chief revenue officer of Outcast.
"We wanted to communicate the benefits of Halls during allergy season and to reach consumers when they were on-the-go, running errands, and possibly looking for allergy symptom relief of cough and sore throat symptoms," said Lori Mazuro, senior associate brand manager.
"PumpTopTV and the new Weather I.Q. product was the ideal partner for this campaign because they can connect with consumers on the path to purchase and communicate applicable information about Halls and specific allergy cough and sore throat symptom relief for that day and that specific location."
Halls is a top-selling U.S. cough drop brand, available in Regular and Sugar Free. Halls offers a variety of products including Halls Naturals, Halls Defense (also available in Sugar Free), Halls Breezers (also available in Sugar Free), Halls Plus and new Halls Refresh.
AccuWeather presents accurate, localized, branded forecasts and severe weather bulletins each day to one quarter of a billion persons worldwide via the free AccuWeather.com website, mobile devices and IPTV, through the airwaves and in print. The 116 meteorologists at AccuWeather also deliver a portfolio of customized enterprise solutions to media, business, government and institutions, as well as providing content for more than 50,000 third-party Internet sites, including the wallstreetjournal.com, CBS News Mobile and WABC-TV New York.
Recently, Outcast Media announced a merger with its long-time joint venture partner PumpTopTV, as well as an expansion into the fitness vertical through a merger with Health Club Media Network (HCMN), the largest advertising company in the health club industry. Together, the combined network creates unprecedented scale by reaching on-the-go consumers in more than 5,000 gas stations and health clubs in 130 U.S. markets.
Outcast Media Holdings Inc. is a digital media company reaching active, on-the-go consumers. The company consists of two channels: PumpTopTV and Health Club Media Network. Advertisers reach a Nielsen audited combined audience of more than 68 million active consumers each month at health clubs and gas stations in 130 designated marketing areas (DMAs). The company is privately held and is headquartered in Santa Monica, Calif.