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The Weather Company: Driving Mobile Growth With Helpful Messaging And Marketing When App Users Need It Most
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Content companies under pressure experiment with new formats and technologies in search of new ways to meet consumer demand for snackable and relatable content delivered how, when and where they want it. Lewis D’Vorkin, Forbes Chief Product Officer, is pursuing a comprehensive strategy to accomplish both. I catch up with D’Vorkin to discuss how the company is reinventing the mobile app user experience with the help of new technology that removes friction, increases engagement and opens up additional opportunities for monetization.
Mobile isn’t just causing a seachange in consumer behavior by increasing our demand for formats and features that are easy and enjoyable to access on smartphones and tablets. Mobile is also causing a seismic shift in advertising spend allocation, a surprise trend documented in the Zenith Advertising Expenditure Forecast released earlier this month. The forecast, upgraded from numbers the company published in June, still expects mobile advertising to overtake desktop–but the new forecast predicts this will happen much sooner.
The news that Spanish telecoms giant Telefónica is gearing up to launch a platform that will "let clients know what data Internet firms have, so the client can decide what to do with them," can be read as a move by the telco to get a leg up on the likes of Amazon, Facebook, and Google--which have the edge in the data trade. It's just one event in a flurry of activity as companies race to harness data owned by others to enable more contextually relevant and effective advertising--thus enabling brands and marketers to communicate with consumers in a way that produces positive results and deepens engagement.