Despite Google’s recent decision to allow consumers and browser users to decide on third-party cookie deprecation, advertisers are still exploring cookie-less methods for targeting audiences. One notable example is Toyota’s partnership with AccuWeather.
They created a bespoke display campaign that triggers advertisements based on specific weather conditions in select U.S. zip codes. This innovative strategy places ads for Toyota’s Tacoma pickup truck on the AccuWeather platform, encouraging users to engage in outdoor activities when the weather is favorable, thereby humanizing the weather data and making it actionable.
Running from June until the end of August, this campaign aims to reach “adventure-seekers” over the age of 40 in key designated marketing areas (DMAs) across the U.S. By focusing on Tacoma’s off-road capabilities and targeting consumers with disposable income for outdoor hobbies, Toyota hopes to differentiate its brand.
The campaign benefits from leveraging AccuWeather’s user data, which remains robust even after changes in personal information data policies by Apple, as users voluntarily provide their locations for accurate forecasts.
Google’s shift in cookie policy, mirroring Apple’s approach, is likely to encourage more advertisers to adopt innovative targeting strategies similar to Toyota’s.
These methods rely less on granular data and more on reliable datasets like weather conditions and geographic information. Saatchi & Saatchi, the agency behind Toyota’s campaign, and industry experts emphasize the importance of continuing to test and leverage cookie-less solutions. They predict a decrease in cookie-enabled inventory, making alternative targeting strategies more valuable.
Toyota’s campaign with AccuWeather is designed to boost brand awareness of the Tacoma in a competitive market. Industry analysts believe that contextual targeting, which responds to circumstances like weather, combined with high-level demographic matching, is more effective than precise personalization. Such approaches are expected to fulfill marketing goals more efficiently, especially in reaching audiences at scale.
As the campaign progresses, Toyota monitors behavioral metrics such as viewability and click-through rates to assess its success. While the partnership shows promising engagement, Toyota will decide on its future potential after evaluating the campaign’s conclusion.
AccuWeather is open to collaborating with other advertisers, leveraging its extensive user base and detailed weather data to drive user engagement and meet advertisers’ needs.
