Marketing the Mobile Web

Drive awareness of weather.com mobile web among consumers Increase percentage and volume of off-deck page views Utilize mobile web as ‘hub’ connecting all mobile products “ We are marketing mobile today to support mobile marketing tomorrow” The Weather Channel Mobile Marketing Objectives

Marketing tactics: Advertising/contextual links on weather.com :15 commercials on The Weather Channel Mobile search marketing on Jumptap, Yahoo!, Google, Medio Driving Awareness and Off-Deck Page Views

Marketing tactics:

Advertising/contextual links on weather.com

:15 commercials on The Weather Channel

Mobile search marketing on Jumptap, Yahoo!, Google, Medio

Strategic external media: Target: Frequent travelers Tactic: Airport park ‘n ride shuttles Driving Awareness and Off-Deck Page Views

Strategic external media:

Target: Frequent travelers

900% Growth in off-deck page views 2008 vs. 2006 Results

900% Growth in off-deck page views 2008 vs. 2006

Mobile month consumer promotion: May/June ‘08 Fully integrated cross-platform promotion w/sweeps entry via mobile web & PC RIM partnership: BlackBerry Smartphone a day giveaway Promotion across TWC platforms includes: weather.com & mobile web banners, TWCN spot, radio spots, email blast, etc Synched efforts to communicate consistent messaging to consumers, advertisers, distributors and employees Recent Mobile Web Marketing Activities

Mobile month consumer promotion: May/June ‘08

Fully integrated cross-platform promotion w/sweeps entry via mobile web & PC

RIM partnership: BlackBerry Smartphone a day giveaway

Promotion across TWC platforms includes: weather.com & mobile web banners, TWCN spot, radio spots, email blast, etc

Synched efforts to communicate consistent messaging to consumers, advertisers, distributors and employees

Mobile month consumer promotion Results 11X more sweeps entries than projected 2 nd largest sweeps in history of The Weather Channel 2/3 of entries came from mobile devices Mobile entrants had 2X typical sweeps opt-in rate 53% growth in off-deck PVs Recent Mobile Web Marketing Activities

Mobile month consumer promotion Results

11X more sweeps entries than projected

2 nd largest sweeps in history of The Weather Channel

2/3 of entries came from mobile devices

Mobile entrants had 2X typical sweeps opt-in rate

53% growth in off-deck PVs

Make strategic decisions now to lead growth in the future: Pick a strategy and target audience(s) and stick to it Make it simple for your consumers Dedicate resources to promotion of mobile now Summary: What We’ve Learned

Make strategic decisions now to lead growth in the future:

Pick a strategy and target audience(s) and stick to it

Make it simple for your consumers

Dedicate resources to promotion of mobile now