Weather apps localize everything that is right and wrong with mobile advertising. How did the weather ad inventory become the most sought after in the mobile media market?
Weather is location based, and while mobile ad inventories flaunt nearly every mobile game, there is a more limited supply of location-enabled impressions. Location based ad inventory can charge 3-4x the cost using region dma targeting or lat-long. This makes owning a weather app with lots of daily impressions a valuable enterprise.
Weather is also brand safe, plentiful, but you tend not to care about what weather app you use after you download a couple from the AppStore. Since every new phone available today has a basic weather app by default, you’re never really loyal to an individual company which brands say they want. Maybe it’s only when brands are weather mood effected, that they do not need to list loyalty as a user requirement.
“Time + Location, in the future this is called context.”
User relevance and context, no one does anything well in this area around location based advertising. Universal McCann [UM] ad agency has stated for years they’d like to run more Claritin allergy medicine ads when pollen counts of high, but we are yet to see it. Maybe because how mobile ads are integrated into weather apps with only standard banner units. This is mainly to make media buying easier for everybody in the mobile ad ecosystem. The big weather app company owners would be advantageous position to start selling custom native advertising campaigns, but it’s not that sexy of a business to ad agencies.
If you provide a context relevant service, but only provide the mobile social location advertising common demoniator features, then you’re competing with the weather.