Case Study: Schwartz achieves 28% ad view rate with real-time weather-targeted Facebook ads via MediaMath

Schwartz Journey to Real-Time Seasonal Targeting with Starcom Mediavest Group

Schwartz, a leading producer of herbs, spices and seasonings, wanted to boost summer sales for its Grill Mates range in 2015 but faced unpredictable UK weather. In partnership with MediaMath and Starcom Mediavest Group’s Paid Social team, Schwartz aimed to deliver Facebook ads “in the moment” by triggering creative only during sunny, BBQ-friendly conditions.

The teams built an automated, weather-driven campaign using a weather API integrated with MediaMath Social, allowing instant ad activation or pause, city-specific temperature thresholds and 15-minute updates for true real-time relevance. The approach improved targeting and ad relevance, producing a 28.35% average view rate (vs. a 24.41% benchmark) and a strong correlation between ad activation and higher temperatures, helping to better drive Grill Mates sales.

Schwartz

Paul Kasamias

Head of Biddable