Weather Channel ramps up iPad plans

by Doug Drinkwater

November 11 2011

The Weather Channel worked with Peter Lik for the From the Edge iPad app
The Weather Channel worked with Peter Lik for the From the Edge iPad app

The Weather Channel’s Ross Webster attended the IAB UK conference yesterday and said that the firm’s iPad applications are allowing the company to talk to consumers on a ‘different level’.

The group launched its first iPad application in April 2010, and this app has now been the source of five million downloads, 2.6 million monthly unique visitors and 65 million monthly page views.

The Weather Channel has a huge presence in America, where it has a reach of 119 million on-air viewers and 60 million visitors for its website

Webster, managing director of sales for The Weather Channel’s European markets, agreed with Forester data which suggests that the iPad is a home entertainment device, before quickly moving onto introduce the firm’s latest iPad application, ‘From the Edge’.

This clever application was developed with explorer Peter Lik, and is designed to act as a TV companion app. The app can synchronise with the show, and offer information on what is currently being viewed on the TV.

Users can also test their knowledge of the programme and share the results via Facebook and Twitter. The app has already been downloaded 25,000 times.

Further adding to its range of applications, at the beginning of November, The Weather Channel launched an iPad app which gives live weather animation by location. The app can save up to ten different weather locations, offer a ten-day forecast of each location, and allow users to add places of interest and send forecasts to friends.

The Weather Channel is currently working with some partners in the mobile advertising space and recently collaborated with GM Cars, to offer weather conditions one an advert for the new Volvo car.

Another app saw the group work with Western Hotels in Mexico. This app invited users to ‘Wipe Away Your Weather’ on the advert. After doing so, users were directed straight to the hotel’s website.

“The beauty of the tablet is it allows advertisers to tell a story”, said Webster. “It is unlike any other medium”.

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