Mobile Weather Apps Drive Growth for The Weather Channel
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The document discusses The Weather Channel's mobile strategy and how mobile, especially smartphones and tablets, are central to its business. Some key points: - The Weather Channel has a large mobile presence with over 30 million GPS-enabled mobile customers and most downloaded weather app. - Weather is the most frequently used content by mobile app users, more so than news, sports, social media, etc. - The Weather Channel sees cross-platform reach as its value proposition, with over 140 million unduplicated users across TV, web, and mobile. - Mobile advertising is proving effective for The Weather Channel based on metrics, and tablet campaigns are benefiting from large screens while maintaining mobility.
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Mobile Weather Apps Drive Growth for The Weather Channel
- 1. Mobile & Weather: The Killer App Mike Kelly President/CEO The Weather Channel February 28, 2011
- 3. Weather is used more frequently than all other content by mobile app users. Q. How often do you use the following apps? Check all that apply. N= 509 TWC Mobile App Users N= 894 All App Users Source: TWC Internal App Study, December 2010 Mobile App Users that Use Frequently or Very Often
- 4. TWC is an established, trusted media brand… Weather News Sports
- 5. … and a “must have” platform brand according to consumers. Search/Maps Social Media Weather
- 6. We are uniquely positioned in the middle of these two worlds.
- 7. TWC’s consumer and advertiser value proposition is cross-platform reach . TV + Web 38 M TV + Mobile 13M All 3 27M Web+Mobile 5M Source: Frank N. Magid Associates 2010 TV only 46 Million Web only 10M Mobile only 5M The Weather Channel 97 million weather.com 53 million TWC Mobile 23 million 144M Unduplicated TWC Users
- 8. Mobile ads are proving effective. Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09. +64% +60% +50% +20% +75%
- 9. Mobile campaigns leverage unique capabilities but are still early stage.
- 10. Tablet campaigns offer the benefits of an HD screen in the palm of your hand. 300x250 ad on iPad App Rich Media video interstitial Opening page featuring “sponsored by Toyota”
- 11. Results of the first ever brand impact study on an iPad campaign… Figures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, Baseline Adjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09. +267% +110% +243%
- 12. Mobile is central to TWC’s convergence strategy... … and changes the way we think about our brand, content, & advertising.
Notes de l'éditeur
- When we asked app users to rank how often they use various types of apps – again we are getting at the issue of usage rather than downloads – all app users reported that in terms of apps they use “frequently or very often” Weather and Search were the most commonly used apps next to maps and news. It’s interesting that social networking, games and entertainment – the fun stuff -- ranks further down the list. If you look at the light blue bars you can see how much higher frequency of usage pops for The Weather Channel mobile users. This indicates that the frequent pattern of usage among Weather Channel users appears to encourage more frequent usage among other apps as well.
- Back to Paul
- For Dunkin Donuts, a banner expanded into rich media where users put together their own breakfast bites, got a deal on them and found a location.
- iPads took the market by storm this spring and Weather worked with clients and vendors to create compelling rich media ads for this new app format. We worked with Toyota and MediaLets to build this custom campaign for the iPad.