Twitter Teams With Weather Channel, Allowing Future Hurricane Advertising Options

Do you post about the weather on Twitter? Or check Twitter during extreme weather to get the latest updates?

Twitter (and The Weather Channel) are counting on it. And they’ve devised a way to cash in, while giving advertisers more targeted bang for their buck.

Let’s just hope they’ve thought it through!

According to All Things D, “Twitter and the Weather Company have a new deal to create custom content around weather-related Twitter activity.”

What does this mean exactly?

Twitter users will be able to see video clips of local forecasts, severe-weather coverage or user-generated content. But instead of requiring a link out to other websites, users can view the video within the Twitter stream, using the company’s “Cards” technology.

It’s similar to Twitter’s partnership with ESPN last year, where Twitter users were able to watch instant replays of college football, tweeted out from the official ESPN account. In that case, Twitter sold ad space to Ford, who played a short promo clip for the Ford Fusion automobile before each sports replay.

So what could this look like for advertisers? Take this blizzard warning in Colorado. Folks in this area will be interested in this news, of course, so savvy advertisers could promote to this specifically targeted audience. 

Do you think this will be a hit or a miss for Twitter? Seems like a pretty clever idea, no?

Though it could backfire if folks are made to suffer through commercials during emergency situations. But we’re guessing someone has thought of that already . . . we hope.

(Weather image from Shutterstock)

@MaryCLong Mary C. Long is Chief Ghost at Digital Media Ghost. She writes about everything online and is published widely, with a focus on privacy concerns, specifically social sabotage.
Publish date: April 8, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT