The Weather Channel launches mobile ad effort

The Weather Channel Interactive announced it will introduce a video-based advertising initiative tied to its popular mobile website, which the meteorological media giant said averaged 6.3 million unique monthly users in 2007. The Weather Channel recently launched video forecasts on the mobile website and will add an advertising component early in the second quarter; the effort will spotlight banner ads, five-second pre-roll billboards and 15-second post-roll video ads. The Weather Channel adds it will sell inventory as sponsorships, enabling advertisers to own the section. "The debut of ad supported mobile web video further enhances our reputation for matching the content interests of our users with the targeting needs of our advertisers," said TWC Media Solutions executive VP and GM Paul Iaffaldano in a prepared statement.

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