The Weather Company, the parent company The Weather Channel, is partnering with Twitter to enhance its presence on the platform. Weather Channel content will now be embedded within tweets through Twitter’s “card” technology, and marketers can use the data from the two companies to target messages to specific people in specific regions.
The Weather Channel is working with Twitter’s Promoted Content team to enable video to play seamlessly in-Tweet using Twitter cards technology. By combining video with Promoted Tweets, marketers can drive reach and target by location, interest, device and more. Content programs may include local forecasts, customized or branded content, severe weather coverage, user-generated content and more.
The Weather Company made the announced this morning at its upfront presentation in New York City. Other interactive initiatives include “WeatherFX, which allows for targeted advertising on TV and the web tied to the weather. If, for example, it is going to rain this weekend, movie studios can add some extra promotion for films being released, knowing that people will want to stay indoors.