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.
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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.
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Mobile & Weather: The Killer App Mike Kelly President/CEO The Weather Channel February 28, 2011
Consumers choose The Weather Channel. <ul><li>100 million television subscribers </li></ul><ul><li>Top 20 Web property </li></ul><ul><li>30M GPS-enabled smartphone / tablet customers </li></ul><ul><li>Most used smartphone app across all platforms behind only Facebook </li></ul><ul><li>Product available on virtually every smartphone and tablet platform </li></ul><ul><li>Top 10 iPad download </li></ul><ul><li>Leader in geo-targeted audiences on all platforms </li></ul><ul><li>A leader in user generated content </li></ul><ul><li>Largest Interactive TV footprint in the U.S. </li></ul>
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
TWC is an established, trusted media brand… Weather News Sports
… and a “must have” platform brand according to consumers. Search/Maps Social Media Weather
We are uniquely positioned in the middle of these two worlds.
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
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%
Mobile campaigns leverage unique capabilities but are still early stage.
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”
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%
Mobile is central to TWC’s convergence strategy... … and changes the way we think about our brand, content, & advertising.