WeatherBug Debuts 'On-Demand' Advertising Model

Jan 24, 2003


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WeatherBug has unveiled an "On-Demand" online advertising model that is designed to allow users to change their sponsor at will. The capability debuted with the launch of WeatherBug 5.0, an upgrade to their Internet application. WeatherBug is a source of weather information on the Web as well as a news and information site. The free, ad-supported Internet application streams live neighborhood weather conditions, severe weather warnings, civil emergency alerts, and forecasts to PC users. It is powered by AWS Convergence Technologies' nationwide network of 6,000 weather stations, which is based mostly at schools. AWS owns and operates WeatherBug. With the launch of version 5.0, WeatherBug now features a "Choose Another Sponsor" button that enables a user to change their sponsor as often as they would like. Once clicked, WeatherBug presents consumers with a list of advertisers to choose from, divided into several major categories such as health, travel, computing, education, and others. When a new advertiser is selected, WeatherBug's appearance changes to display the advertiser's messages wrapped around the weather content in a unique format called BrandWrap. This WeatherBug online advertising paradigm, which is intended to enable high brand recall, first debuted in 2001. Users also receive a welcome email from their new advertiser and are shuttled to the sponsor's Web site during the selection process. Advertisers participating in this program only pay for sponsorships when their ads are chosen. WeatherBug's new "Advertising On-Demand" feature is an expansion of the program called Sponsor Select that debuted last year.

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