Aurum successfully tests segmentation by weather

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The film production company Aurum has been the first company to test advertising segmentation based on weather conditions with its film “Conan the Barbarian”. This action has been carried out on the number one weather portal in Spain, . The website, which has 8.5 million unique users according to OJD Interactiva , 75 million page views per month and is ranked number five in audience in Spain, began to include advertising last May, with the help of Antevenio.

During the week of the premiere of the film “Conan the Barbarian”, was personalized with promotional images of the film. On August 19, the day of the premiere of the production, the main page of the portal was “covered with a skin”, and as a novelty, the “skin” was also included on the pages of each Spanish province, something that had never been done on until this Aurum campaign.

The “Conan the Barbarian” campaign has been a success because received more traffic than expected, 1.2% more during the period in which the campaign was carried out. By personalizing the portal with this “skin”, the user could click on the images and access the website . On this page, the Internet user had the possibility of seeing the trailer for the blockbuster, as well as obtaining information about the story, the cast and the technical team, downloading icons and screensavers or seeing images from the film.

Weather information, key for users and their leisure time

offers updated weather forecasts every hour, which allows the portal to segment usa phone number list advertising by weather. This type of segmentation, which does not exist until now, is a very attractive option for those advertisers for whom the weather is a key factor in their activity. By obtaining updated weather information, users can know exactly what weather conditions will occur in their city during their free time and plan in advance what they will do with their free time.

If the user sees that there will be good temperatures in his/her area, he/she will probably opt for outdoor activities, such as rural tourism, going to the beach or walking around his/her city. If, on the other hand, he/she sees that it will rain or be cold in his/her area, he/she will probably prefer to do activities in closed spaces, such as going to a restaurant, going to the cinema or attending a football match.

The segmentation possibilities and types of advertising formats offered by have led Aurum to begin advertising its blockbusters such as “Conan the Barbarian” on the site.