eBay has found a way to take advantage of the inconstant spring weather in the UK.

Last week, the online market giant launched a Digital Out-of-Home (DOOH) campaign, broadcasting commercials that vary with weather conditions.

Three types of weather trigger different types of creative variations. If it’s nice, for example, visual advertisements for gardening products might be displayed. Rainy could give rise to messages about rain gear, and general / cloudy conditions may encourage advertisers to do DIY projects indoors.

[Read the full article on MarTech Today.]

About the author

1515097853 43 new report customer data platforms have doubled compared to last year - In the DOOH campaign of eBay, the weather plays an important role

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.