I recently attended a presentation where one of the speakers talked about how their weather-dependent products were being marketed very well on weather sites where the demographic targeting is almost done by default (for starteers, you have to enter your zip code or city to get your weather, not something advertisers get with most web properties). The results were almost unreal, and so was the ability to target.

For example, if you live in the Northeast, and your zipcode is one that just had a weather report of snow, a company could have demographic triggers set on their advertisements for shovels, snowblowers, fireplaces, snowmobiles or whatever winter gadget you're selling, and present the snow-struck weather seekers with precisely targetted ads. Brilliant.

Weatherbug, one of the leaders in getting online advertisers into this targeted space, just published four (4) of their targeting lessons in an interview with iMedia Connection.

Lesson #1: Online demographic targeting really does work.
Lesson #2: Use Internet applications to target large, loyal audiences.
Lesson #3: Target people in their world.
Lesson #4: Target outside the box.

Adverblog: Registration: the key to successful targeting