Weather visualizations have long been a tool used by meteorologists to showcase upcoming storm fronts and other weather-related events, but every news channel uses them today, making their use the standard as opposed to the exception.

However, augmented reality or AR is a new approach to the weather forecast, allowing forecasters to display full motion video of images captured in real-time from multiple cameras and other imaging devices of an upcoming tornado, winter storm, flood etc. providing a unique perspective to what’s happening with the weather.

The first application of augmented reality was weather visualizations, followed by its use in sports broadcasting, but today, it’s much more advanced, allowing for improved analysis and easier comprehension of what causes a particular weather phenomenon.

As Facebook, Google and other leaders in technology continue to invest in augmented reality, more businesses and consumers are starting to pay attention to its use, which has increased demand.

Since this is a newer form of storytelling, there aren’t set rules and best practices, which actually helps to establish early adopters as leaders and innovators in the space as they continue to test and see how this technology can be used most effectively.

AR’s Impact on Weather Forecasting

Weather forecasting with augmented reality, will be continue to be impactful in the following ways:

  • AR allows the newscaster to move around and explore various areas of a weather event with viewers, like different parts of a tornado as seen above in the video, instead of standing stationary. This allows the viewer to become totally immersed in the experience of learning more about the weather.
  • AR can bring weather forecasting into new locations within a television studio, instead of relying on a particular green screen as the sole place to discuss the current and upcoming weather.
  • Better integration of social media discussions happening around a particular weather event into an AR experience could be another interesting angle to the analysis of an upcoming winter storm, hurricane, etc.
  • Multiple formats of storytelling are available on AR, such as explainers on seasonal weather trends like how a tornado is formed, as well as analyzing real-time weather events like looking at the impact of a winter storm on a certain area.
  • New opportunities to better integrate marketing campaigns from brands, such as sponsoring segments that use AR to help associate an organization with the use of a new, innovative forms of storytelling.
  • Access to AR weather forecasts across devices allows for additional opportunities to immerse viewers and more deeply involve them with the weather, as well as reach them with more personalized messaging from advertisers.

Augmented reality is still in its beginning stages, especially as it applies to weather, presenting an opportunity for advertisers to build a stronger sense of meaning, content and relevance with their audience as it pertains to supporting the use of this new technology.

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