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Weather Channel Is First Publisher to Launch Hyperlocal Advertising with PlaceIQ

June 19, 2012  - By
Image: GPS World

The Weather Channel Companies announced they will partner with hyperlocal data company PlaceIQ to provide advertisers with new audience targeting that can deliver highly contextually relevant ads to consumers. With 30 million monthly mobile users, The Weather Channel can offer hyperlocal audience targeting at scale. This targeting is now available on The Weather Channel iPhone App and will be rolling out on The Weather Channel Android App in July and all mobile platforms later this year.

PlaceIQ extracts intelligence from large amounts of place, social, and mobile location-based data to create hyperlocal, targetable audience profiles informed by time of day as well as location, giving advertisers the power to connect with consumers. These anonymous audience profiles can provide powerful targeting opportunities for advertisers. For example, financial services clients can target ads to mobile phones in areas with a high propensity for business travelers, such as airports during peak commuting hours, or in areas with a high concentration of hotels in the morning or evening that score high for business travelers. An ad on The Weather Channel app can be served during lunch on mobile phones on certain blocks populated with office workers, or served targeting late-night diners in an area that has a high concentration of nightlife and social activity. 

"Consumers expect to receive the most accurate local weather news and information when they use The Weather Channel mobile products, which gives us the opportunity — and our advertisers the advantage — to deliver messages highly targeted to their location that will feel completely organic to their user experience," said Patrick McCormack, vice president, mobile sales and strategy, The Weather Channel Companies. "We feel strongly that our premium content and ability to target a specific mobile audience provides an unparalleled ad solution to our advertising clients."

"The combination of PlaceIQ's hyperlocal audience targeting, with The Weather Channel's tremendous reach and ability to transform hyperlocal impressions into specific audiences, is an extremely powerful one. The combination of weather, location and audience creates a set of offerings we think represent true innovation in mobile advertising, and we're extremely excited to partner with The Weather Channel to deliver this to market," said Duncan McCall, CEO and co-founder, PlaceIQ.

The product is launching with a number of high profile advertisers, including Chevy Silverado,Frito-Lay, and the Ram Truck brand, among others.

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