What if you could receive clothing recommendations based on local weather conditions? Nike is planning on doing this with a new ad campaign through the Weather Channel mobile app. Users of the app will be able to see ads from Nike that offer clothing best suited for the local weather.
This ad campaign is part of a new trend in advertising focused on mobile apps. According to the New York Times, Americans spend a majority of their time online using mobile apps. Because of this, companies like Nike are trying to increase their online sales by placing advertisements in the Weather Channel app. Many other companies like Starbucks and State Farm have tried similar approaches in order to boost their online presence. This new way of advertising is innovative because it uses the location tracking technology found in smartphones to create advertisements relevant for each customer. By tracking the location and weather conditions of mobile app users, Nike can offer products suited specifically for the customer at that moment in time. With this, Nike can offer products that are more relevant to the daily needs of customers and can easily grab their attention. By clicking on the advertisement, users will be taken to Nike’s website where they can purchase gear and clothing that has been offered to them based on their location’s weather. This allows for a quick and easy way for customers to find Nike products that cater to their needs. Through this, Nike hopes to boost its online sales by making its products more readily available to potential buyers.
Though this could be a potentially great way for Nike to increase its sales, it may also raise some concerns among customers. Some may see the location tracking advertisements as an invasion of privacy as Nike can suggest products based on wherever they may be. This innovation may also lead to more companies tracking customers’ locations and using this data to their advantage. It is possible that many will see these potential developments as unethical. Many companies could be able to see where people are at all times if this technological trend continues. Though the article mentioned that there are currently no in-app ad blockers to deter these sort of advertisements yet, there could be a large demand for them in the future if more people want to better protect their privacy online.
Ember, Sydney. "Nike Embraces Weather App in Campaign to Sell Gear Suited to Local Conditions." The New York Times. The New York Times, 28 Oct. 2015. Web. 29 Oct. 2015.http://www.nytimes.com/2015/10/29/business/nike-embraces-weather-app-in-campaign-to-sell-gear-suited-to-local-conditions.html