The app has changed the way it presents its forecasts, using real-language phrases like ‘expect rain until 4pm’ as well as weather-relevant background images – which tie into the inclusion of a new ad unit, the full-screen branded background.
The addition of a refresh button points towards the increased focus on immediacy, with the app automatically updating with localised weather info, based on The Weather Channel’s TruPoint location-based technology, which gives users an exact timing of when it will begin and stop raining nearby. Finally, the app has added the ability to share forecasts, weather maps or alerts via social networks.
“Our new app is more relevant – whether it’s an image that displays your local weather or helps to better plan your day based on rain start/stop times, it’s all about how the weather matters to each consumer,” said Cameron Clayton, president, digital division, at The Weather Channel’s parent company The Weather Company. “Our Android redesign is a result of months of design and development based on user feedback and testing to create a deeper, more engaging weather experience.”
With the update also bringing improved functionality to users in the UK, The Weather Channel has partnered with Continental Tyres as its exclusive launch partner for the country. The app will serve Continental-branded background ads, with different creative triggered by weather and time of day, as well as banners on various other screens.