The campaign for Ace Hardware uses time of day targeting for localized and relevant messages.
Retailer Ace Hardware‘s new “Get Your Weekend Back” campaign, which features on The Weather Channel‘s iPad app, is the first to play at times when the iPad is used most and customizes its content to make it more relevant for each user.
Ace Hardware’s ads will be featured at night and weekends, times when the iPad is used the most. They are also localized and relevant, and will change depending on where the user is and the weather conditions they experience. So if the user checks the weather and sees that there is a risk of snow, Ace Hardware’s ad can offer them snow removal products and show them where their nearest store is. Patrick McCormack, vice president of mobile sales and strategy at The Weather Channel, said:
For their first foray into advertising on the iPad, Ace Hardware is leveraging the huge scale of The Weather Channel App for iPad, which has over 5.8 million downloads to date, to attract and engage new consumers… Ace is taking advantage of TWC’s ability to target parts of the day so that they can reach consumers during the most relevant times when iPad is used most.