In an effort to reach consumers at all possible touch points, The Weather Channel has created an ad-supported BlackBerry application.

The Weather Channel for BlackBerry includes features such as a GPS-based Location Tracker and interactive radar maps. With the addition of expandable banner advertisements, it is free for customers and available via mobile phones from BlackBerry App World and via the handset?s browser.

?We are currently promoting other programming from The Weather Channel within the application, showcasing the product for potential advertising partners,? said Cameron Clayton, vice president of mobile at The Weather Channel, Atlanta. ?The Weather Channel will work with potential advertisers to meet their creative needs while preserving the integrity of the user experience.? 
 
The Weather Channel for BlackBerry includes interactive radar maps as well as current conditions, hourly, 36-hour and 10-day forecasts to help customers plan their daily and upcoming activities.

Users can share severe weather alerts, current conditions and forecasts with friends and contacts via email or text message directly from the application. 

Integration with the BlackBerry calendar and address book allows customers to check weather for daily appointments as well as stored contacts.

The Weather Channel for BlackBerry application includes expandable banner ads that allow users to click directly to Web, video, locations or call ? all without closing the application.

This creative execution was based on industry feedback that shows advertisers are looking to target consumers through platforms that let consumers interact with creative without being redirected to another site, per The Weather Channel.

?Mobile customers have responded to superior products and services from TWC on BlackBerry and more,? Mr. Clayton said.

In fact, 25 percent of all mobile customers choose The Weather Channel for their weather information, no matter the platform, carrier or device.? 

Within just three days of its availability in BlackBerry App World, this free BlackBerry application from The Weather Channel became the No. 1 weather application and reached the top 10 list of all downloaded applications on the storefront. 

?Consumers use The Weather Channel application with intent to remember the forecast,? Mr. Clayton said. ?Therefore, they have a higher propensity to recall advertising messages seen. Another benefit to prospective advertisers is The Weather Channel?s ability to target specific audience segments.

?The number of BlackBerry users continues to grow and diversify,? he said. ?The Weather Channel looks to deliver the most accurate weather content to millions of BlackBerry users in the format they prefer for their lifestyle.

?We offer relevant, practical information to consumers on the go, and the addition of expandable banner ads allows for a free-to-consumer option.?