Our fascination with the weather does not mean that digital signage networks have carte blanche to be lazy with content by simply putting live weather feeds on their screens.
Like the retail banks that seem to think their customers want to see exchange rate information and share prices on their in-branch screens (why would they?) it shows no / little thought has been given to consumer / shopper behaviour and how they (the people in the venue) react or interact with the environment where screens are deployed
In yet another Broadsign press release, this time announcing a deal with accuweather, BROADSIGN INTEGRATES WITH ACCUWEATHER.COM TO EXPAND CONTENT CHOICES FOR DIGITAL OUT-OF-HOME NETWORKS, Scott Homan, Meteorologist and Out-of-Home Media Director at AccuWeather.com was quoted as saying “we see this endeavour as part of our expanding digital network in which advertisers use our weather and news content to increase ad impact and ultimately their revenue.” .
Now whilst ‘feel-good’ and ‘look-away’ content and editorial is important to a network to give it a nice ambience we can’t quite see how weather information is going to help, apart from cluttering up the screens – do you see Clear Channel with weather forecasts on their billboards?
As we say above ‘last time we looked out the window it was raining’ and you know what, the same applies the last time the consumer walked into the venue – it was warm, sunny, raining, cloudy, windy and / or snowing and depending on how you were dressed and what you were carrying you probably knew that having just come from outside!!