Brands use weather signals and consumer data to sharpen monsoon marketing

NOAA Extends Contract to Evaluate Hyperspectral Weather Sensor Data

The National Oceanic and Atmospheric Administration has extended a contract to evaluate hyperspectral microwave sounding data collected from orbit, adding six months and $3 million to a demonstration program that began earlier this year.“By bringing hyperspectral microwave sounding to a scalable commercial constellation, we’re unlocking a new tier of global weather data.” Theresa Condor, Spire GlobalNOAA awarded the extension on July 31, 2026, t…

Brands use weather signals and consumer data to sharpen monsoon marketing

Imagine you are leaving home for work when a notification suddenly pops up: “Did you get your umbrella?” No, it is not from your parents or your partner. It is from a brand trying to catch your attention at exactly the right moment. Notifications like these have become increasingly common, particularly during the monsoon, when brands can tap into what is happening around consumers in real time. A sudden downpour, a weather alert, a flooded commu…