Working with The Weather Channel Interactive allows Nielsen Claritas to deploy our proven segmentation data and add value both online and via mobile media
Atlanta, GA (PRWEB) February 24, 2009
Whether targeting city dwellers or rural folks, hip young singles or proud parents, The Weather Channel Interactive (TWCi) is now able to help advertisers reach these types of specific audiences more effectively with the introduction for the first time ever of segmentation data via the mobile Web.
The new product, TWCi's Segmentation Targeting featuring Nielsen Claritas' PRIZM segmentation data, is now available on device-specific mobile weather applications and at The Weather Channel Mobile site, adding to the enhanced ZIP Code-targeting capabilities TWCi already provides its advertisers on the weather.com site online.
"This data will be a valuable addition to the wireless industry in terms of how we think about consumers and understand their behaviors," said Louis Gump, VP of mobile, The Weather Channel Interactive. "Now for the first time on mobile, PRIZM data enhances the ad-targeting capabilities of The Weather Channel and enables us to deliver even more relevant messages to our customers, from the new empty nester to the young digerati."
Nielsen Claritas, Nielsen's key marketing information source, has been a leader in segmentation and consumer insights since it launched the first PRIZM system nearly 35 years ago. PRIZM combines data from the U.S. Census with proprietary methodology that classifies the U.S. population into 66 demographic segments based on demographic, psychographic and socio-economic data attributes critical to advertisers' marketing strategies.
"Working with The Weather Channel Interactive allows Nielsen Claritas to deploy our proven segmentation data and add value both online and via mobile media," said Bruce Wilkinson, Nielsen Claritas VP, practice leader for media and communications. "This helps advertisers reach their targets more efficiently, and it helps media companies prove the value of their Internet and mobile media offerings."
Available on the weather.com site since October 2008, the Segmentation Targeting product leverages Nielsen Claritas PRIZM data for more highly-targeted campaigns. It allows advertisers to customize their message and creative units to reach a highly-targeted, receptive audience. Since mobile visitors to The Weather Channel naturally enter their ZIP Codes while checking their local weather, the site can offer Segmentation Targeting with a high degree of accuracy. Segmentation Targeting will also soon be available through advertising on The Weather Channel Desktop, creating a truly multi-platform opportunity for advertisers.
TWCi's advanced targeting ad products continue to lead the industry in innovation and offer advertisers an effective, multi-platform reach to the desired audience with more relevant campaigns. The benefits of Nielsen Claritas data join existing TWCi ad products that include weather-triggered creative, geo-targeting and interactive map based ads to help make the weather.com site one of the most effective sites available.
About The Weather Channel Interactive
The Weather Channel Interactive (TWCI) is the leading provider of broadband and wireless weather products including weather.com, The Weather Channel Desktop, and The Weather Channel Mobile. weather.com, the Web site of The Weather Channel, is the ultimate source of weather on the Web helping users plan their lives by delivering timely current conditions, expert forecasts and relevant lifestyle content for 98,000 locations worldwide. The Weather Channel reaches more than 38 million unique users online each month and is the most popular source of online weather, news and information according to Nielsen//NetRatings. The Weather Channel Interactive also provides consumers with unique and customizable products such as Desktop Weather and a full lineup of mobile services including downloads, messaging, mobile video and the most popular content site on the mobile Web. Other TWCi sites include forGetaway.com, a vacation home rental site, Forecast Earth, a site dedicated to the discussion of climate change, and a series of international sites, including http://www.weather.co.uk/, http://www.meteo123.com/, http://www.wetter123.com/, http://www.canaldotempo.com/ and http://www.weather.com/espanol. For more information please visit http://www.weather.com/press.