Weather Says Its Mobile Ad Business Is Growing Faster Than Google

Last week, Adweek wrote about a Dartmouth study on mobile advertising (Top 7 Reasons Why Mobile Ads Don't Work). Curt Hecht, chief global revenue at Weather, came back with a few reason why they do. Adweek: People often knock mobile ads, particularly display ads. It seems tough for the average Web publisher to compete right now. But you guys are bullish on the medium. Why? Hecht: Well, if you look at our approach to mobile, Facebook and Google get all of the traffic and attention, but we’re doing better than that, and that’s off a pretty good base. It was really [Weather's mobile lead] Cameron Clayton and [former CEO] Mike Kelly years ago, and a guy we brought in from Yahoo [former Yahoo exec Alex Linde, who’s now vp digital monetization] who all said, "We can’t just have banners, they are so small." So we started Branded Backgrounds [where a brand’s images appear in the entire background of Weather's app]. What was the thinking? We said, "If we provide a canvas, it’s better for the brand. They make beautiful products and they want to be seen." We’re not going to just slap on logos. And it’s got to be in the context of mobile and weather. How so? We started this with Burberry last summer. We built for them during London Games. The ads had London backgrounds which were tied to the actual weather at the moment. And we said, "Let’s productize that.” But you hear that brand advertisers just aren’t in mobile yet. That is all apps advertising other apps. Well, we released... Continue reading at 'AdWeek'

[ AdWeek | 2013-10-24 00:00:00 UTC ]
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