Weather Channel aims to be “principal weather provider in the UK”

The Weather Channel is hoping to increase its brand awareness in the UK by offering advertisers what it claims are the first ever location-based digital ads that adapt depending on the weather.

/f/v/a/weatherchannel160.jpg

The company hopes to increase its exposure in the UK by offering brands the new ads – dubbed AdAptor ads – on its own website, and later its third-party weather feeds on sites such as Yahoo!.

The Weather Channel is also bringing over its forecasting technology from the US to provide more accurate and up-to-date weather reports.

Ross Webster, managing director of sales at the Weather Channel, says: “Our ambition is to become the principal weather provider in the UK and become our own brand rather than a third party weather feed.”

He adds that the Weather Channel has “better technology” than the Met Office and that the BBC, which has its own popular online weather service, cannot offer engagement to advertisers.

In the UK the Weather Channel is a principally online and mobile brand that serves about 2.2 million users, Webster claims. In the US, the Weather Channel’s weather.com is the twenty-sixth most visited website, according to Alexa, with 60% of its users accessing it via their mobiles.

More than 60 brands in the US use the Weather Channel’s adaptable adverts regularly, including Mini, General Motors and Budweiser.

Retailer LL Bean in the US uses the service to advertise particular types of clothes dependant on temperature, whilst travel companies have used AdAptor ads to tempt consumers abroad on a cold, rainy day.

The Weather Channel claims its AdAptor adverts offer 127% greater click through rates than the average performance of other marketing on Weather.com, according to Open AdStream analysis from 2009.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here