- The Weather Channel partnered with Button to add integrations on its mobile website with several apps from the Button Marketplace including Uber, Groupon, delivery.com, Caviar and Resy, per a joint press release.
- The integrations will offer Weather Channel app users with complementary services next to forecasts using location-based context to match merchants with displayed weather data.
- "We know that weather affects everyone every day and that individuals are constantly seeking the latest information to properly navigate the elements and plan daily activities," said Domenic Venuto, general manager, consumer division, The Weather Company, in the press release. "Leveraging Button's Marketplace and integrated service partners, we're able to provide an enhanced experience for our mobile web users, helping them make more informed decisions and discover fun daily activities."
There has been a trend of apps partnering to provide more value or a unique experience for users than either could alone, such as Uber’s deal with Snapchat last December for unlockable custom filters in the social media apps available when taking an Uber ride. By tapping the Button Marketplace, The Weather Channel is essentially doing the same thing, but on its mobile website, which likely attracts a wider audience than its app.
Pairing weather-based contextual targeting with popular mobile services means Uber, Groupon and others can get in front of consumers who are more likely to be interested in their offerings at that time. The press release provided examples of how these integrations would work in practice for users. For example, if there's a storm at the time of a user's morning commute, an Uber Button could appear for calling a car. When there's a sunny and pleasant weekend ahead, a Groupon Button could present users with activity options.
Interest in contextual targeting around weather is heating up this year as brands gain a better understanding of its potential. Swirl Networks and AccuWeather are working together on a mobile marketing initiative that relies on real-time weather data to create customized in-store promotions.