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Can the Weatherman Predict the Next Election?

Want­i­ng some of the $9.8 bil­lion pie–estimated 2012 cam­paign spending–The Weath­er Chan­nel has part­nered with Jump­tap to offer mobile ads.

Through The Weath­er Chan­nel mobile app, polit­i­cal can­di­dates will be able to have tar­get­ed ads appear on the devices of more than 30 mil­lion TWC users–roughly 10 per­cent of the U.S. pop­u­la­tion– across the nation. The part­ner­ship was announced on July 31, 2012, just as can­di­dates begin step­ping-up their ad spending.

Jump­tap, the indus­try leader in tar­get­ed mobile adver­tis­ing, is able to offer unique tar­get­ing capa­bil­i­ties, mak­ing the best use of the can­di­date’s ad bud­get. This new step in mobile adver­tis­ing is expect­ed to be a suc­cess­ful one as cam­paign ads are typ­i­cal­ly most effec­tive dur­ing news and weath­er reports says Paran Joharchief mar­ket­ing offi­cer at Jumptap.

One of the best weath­er apps, accord­ing to CNet writer Jason Parker,the app alerts users to updates through­out the day which in turn prompts users to open the app and check the fore­cast. With such repeat­ed use, it’s a great adver­tis­ing plat­form. The ads will run based on the ZIP code that users enter when they reg­is­ter their device.

For iPhone and Android users, the user’s lat­i­tu­di­nal and lon­gi­tu­di­nal coor­di­nates can be accessed through the appli­ca­tion on their device. Since users are used to enter­ing this infor­ma­tion to access the news and weath­er reports, the ads will seem organ­ic and not intru­sive to their infor­ma­tion con­sump­tion. As elec­tion day draws near, tar­get­ed weath­er triggering–running spe­cif­ic ads based on the local weather–will be possible.

This new step in mobile adver­tis­ing is expect­ed to be a suc­cess­ful one as cam­paign ads are typ­i­cal­ly most effec­tive dur­ing news and weath­er reports says Paran Johar , chief mar­ket­ing offi­cer at Jumptap.

Not Just For The Pres­i­den­tial Election

A nation-wide ser­vice provider with mil­lions users, TWC app will also be used to help can­di­dates in city and state elec­tions. Jump­tap, based in Smyr­na, Geor­gia, says that bal­lot issue mar­keters will be able to buy ad space as well. Through the tech­nol­o­gy that Jump­tap employs, ads can be tar­get­ed right down to the city block on which users reside. In addi­tion to pos­si­ble ads for Oba­ma and Rom­ney, TWC mobile app users might also be remind­ed of who’s run­ning for office in their state, dis­trict and city.

Mobile Mon­e­ti­za­tion On The Rise

As more Amer­i­can’s adapt to using mobile devices for their Inter­net access, com­pa­nies like Jump­tap are in high demand to help mon­e­tize oth­er­wise free apps. Sell­ing ads to third par­ties is nat­ur­al way to earn mon­ey for app devel­op­ers who may not have a prod­uct or ser­vice that gen­er­ates income. This mon­e­ti­za­tion stragey offers scal­a­bil­i­ty as there is no phys­i­cal prod­uct that needs to be pro­duced and mar­ket­ed. It can scale indef­i­nite­ly as long as more peo­ple are using the appli­ca­tion on their device.

Though no can­di­dates have jumped on board just yet, The Weath­er Chan­nel told Ad Week that it is in talks with peo­ple from major polit­i­cal cam­paigns. With such a mas­sive reach, and a way to influ­ence the younger gen­er­a­tions, can­di­dates are sure to embrace this new adver­tis­ing strat­e­gy in the weeks lead­ing up to Novem­ber’s election.

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