The Weather Channel has launched a redesigned version of its weather app. The new version offers a number of new ad spots and opportunities for brands. The app also features a new design, interface and features, including a shareable function, ‘SocialWeather’, and a Severe Weather mode in which, during extreme weather events, the entire app will change to tell the full story.

For advertisers, the app offers brand integration, enabling advertisers to integrate customised creative into current weather conditions in The Weather Channel (TWC) brand environment.

There are also new native elements: advertisers can feed text and imagery around TWC content and seamlessly integrate their brand into the path of consumers without disruption. TWC says that native advertising solutions demonstrate a 52 per cent improvement in brand awareness.

The app also offers vertical sponsorships, enabling advertisers to align their brand with contextually-relevant weather tools and content, such as the Pollen Index, complete with native ad units.

Advertisers can also opt for a scroll takeover, in which they take full ownership of the entire scroll and cross-screen takeovers is available. Finally, the 300 x 250 web standard ad unit is available on the app, enabling brands to streamline advertising messages across multiple screens.

“Our redesigned iPhone app is an exciting proposition for both consumers and advertisers,” said Ross Webster, MD, EMEA at The Weather Channel. “The forecast accuracy The WeatherChannel is famous for, together with new features such as Social Weather, will pull users deeper into weather than ever before. The knowledge that consumers are spending more time in-app and receive relevant advertising messages due to our big data capabilities is a fantastic opportunity for brands.”

The app is available globally in 37 languages, for iOS 6.0 and above, with versions for other OSs in the pipeline. The app is the seventh most downloaded iPhone application of all time. There’s a video demo of the new design here.