Home  › Media › Publishing

Wunderground Challenges Weather.com With Relaunch

  |  February 2, 2011   |  Comments

Site's 12-person direct-sales team is supported by Dapper, which helps geotarget ads based on local weather.

When it comes to getting weather information online, most people want to get in and out as quickly as possible. That's one reason that Weather.com, with its simple URL and association with The Weather Channel, is the undisputed leader in weather sites. In December 2010, Weather.com attracted 44 million unique visitors in the U.S., placing it among the top 25 Web destinations overall, according to comScore.

But Wunderground, an also-ran weather site with roots in the University of Michigan's Internet Weather Database, believes there is an audience to be found in appealing to those who have more than a fleeting interest in weather, too. On February 2nd, the site will unveil a relaunch that focuses on providing simple information quickly, plus deeper, more involved weather content for serious hobbyists. The new site will also include a host of new options for advertisers.

"Our focus is on providing best science and best weather data, period," said Richard Lowden, VP of sales at Wunderground. "We believe that as we make the best weather data available to users that people will flock to our site," particularly the "hardcore weather enthusiasts."

The site received 14 million uniques in the U.S. in December 2010, up from about 10 million in November, according to comScore. That jump placed it among the top-10 gaining properties by percent change for the month. Lowden said the site also boasts about 5 million international users.

For the relaunch, Wunderground tore apart the site's entire information architecture and started from scratch. The new site features much more white space, and all local weather information can be found on a single long page. "I don't want to have to click through a bunch of different pages to get to what I want," said Lowden. Local weather can be exported live to a user's desktop via widgets called "weather stickers."

The site also hosts galleries where users can upload their weather pictures, and a trip-planning tool that pairs Google Maps with its own weather information to show weather conditions at every point along a person's route.

On the advertising side, Wunderground has partnered with Dapper, an ad technology firm acquired by Yahoo in 2010, to allow clients to feature products in display ads based on current weather conditions. For example, when temperatures dip unexpectedly in Miami, a retail advertiser's unit could automatically feature cold-weather clothes.

Wunderground has also partnered with Nielsen Claritas and Quantcast to provide more granular targeting capabilities for advertisers based on demographics, behavior and geography.

To enhance its search performance, Wunderground has struck deals to provide weather information to the Associated Press and other branded content sites. Those partnerships export Wunderground's brand and creates valuable trackbacks.

Wunderground doesn't yet offer video advertising, said Lowden, but is hoping to shortly. The site maintains a 12-person direct-sales team.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...