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Marketing the Mobile Web

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The Weather Channel Mobile Marketing Objectives

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”

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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

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Driving Awareness and Off-Deck Page Views

Strategic external media: Target: Frequent travelers

Tactic: Airport park ‘n ride shuttles

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Results

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

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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

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Recent Mobile Web Marketing Activities

Mobile month consumer promotion Results 11X more sweeps entries than projected

2nd 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

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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