Category Archives: The Weather Network

There’s Something About Weather; It’s Time to Get Hyperlocal

Like most Canadians my life is greatly influenced by weather. Knowing the forecast helps me make decisions on what I need to wear, what to pack when I travel and where to select a vacation destination. On the business side, I have always been fascinated with weather because it is one of those really boring businesses (nothing sexy about it), has high user frequency and is a pretty decent way to sell targeted advertising.

In fact, after I sold KS2 Solutions in 2005 I almost joined Pelmorex (known for TheWeatherNetwork.com or MetroMedia.com) to head up their sales in Western Canada. I ultimately decided to join Yellow Pages Group in early 2006. In January 2010 I ended up striking a partnership between YellowPages.ca and TheWeatherNetwork.com, read the post here – The Weather Network add Local Search and YellowPages.ca adds Weather – A Deeper Look at this Partnership.

Bottom line – weather has been an important part of my business and personal life.

My latest venture into weather is an investment in a new Montreal based start-up that is taking precipitation forecasting to a hyperlocal level, called SkyMotion Research. You can learn more about the company at SlideShare. They recently had some write-ups in popular blogs, check them out here:

TUAW –
Sky Motion for iOS lets you know what weather is coming on a very local basis

The Verge –
Sky Motion’s up-to-the-minute weather tracking app comes to the web

Mobile Syrup –
SkyMotion launches mobile web app to predict hyperlocal precipitation

Currently the application is iOS based with an Android version coming soon. See screenshot below which was a short-term forecast at my office in Calgary. You can download the iOS app here. You can also play with the online version at SkyMotion’s website, just enter your address.

SkyMotion

I can definitely say that I am not alone when it comes to the importance of weather. Exactly how big is the weather market in Canada? Here are some stats you might find interesting.

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The Weather Network add Local Search and YellowPages.ca adds Weather – A Deeper Look at this Partnership

On January 7, YPG issues the following press release – “Yellow Pages Group Partners With The Weather Network And MétéoMédia to Provide Local Weather on YellowPages.ca“.

Greg Sterling did a commentary on the integration on this website, titled, “Weather An Engaging Add for YPG” in which he goes on to say, “This seems like a very small thing: Yellow Pages Group Partners With The Weather Network and MeteoMedia to Provide Local Weather on YellowPages.ca . . . But it has some interesting potential to drive more frequent usage of the site.” Some interesting discussion on this post – check it out to read all the comments.

I thought I would show some integration from both a YellowPages.ca and a TheWeatherNetwork.com perspective. The deal itself is actually a two-way deal – having The Weather Network integrated on YellowPages.ca and YellowPages.ca integrated on The Weather Network.

From a YellowPages.ca Perspective:

Let’s assume that a user was conducting a Dentists in Vancouver search from the home page of YellowPages.ca.

Dentists in Vancouver on YellowPages.ca

On the following search results page, you will notice above the map – it gives you the current weather conditions within Vancouver.

Dentists in Vancouver Search Results Page with Weather on YellowPages.ca

If you want a longer term view of the weather, simply click on the “Forcast” and you will see the weather for the next 24-hours.

Dentists in Vancouver Search Results Page with Extended Forecast on YellowPages.ca

From the press release, “The addition of local weather forecasts on YellowPages.ca™ is another feature within our online environment that will help consumers make better decisions, when looking for local information,” said Nicolas Gaudreau, Vice-President, Digital Media, Yellow Pages Group. “We are thrilled to partner with The Weather Network and MétéoMédia to continue providing Canadians with useful and locally relevant information.”

From a TheWeatherNetwork.com Perspective:

TheWeatherNetwork.com itself is one of the true local players in Canada. If has every city and town in the country in which you can your weather forecast from. Under this deal, they have added YellowPages.ca to each of these local pages to make it easier for their users to get local business information.

Located just below the Weather News on each of their city pages (the following example is for Weather in Vanvouver) you will see the integrated YellowPages.ca search with some popular link categories.

Weather in Vancouver with Local Search provided by YellowPages.ca

Let’s assume that you clicked on Restaurants on The Weather Network, you would be redirected to the following page. Notice the search box, you can enter any local keyword in there for results page on the city in which you are viewing the weather in.

Restaurants in Vancouver from TheWeatherNetwork

What These Means for Local Businesses

This extends the reach for all local businesses listed on YellowPages.ca with one of Canada’s Leading Online Properties. TheWeatherNetwork.com is one of the top 25 online properties (according to ComScore MediaMetrix) in Canada and now businesses are either one click or one keyword away from potential consumers.

Tell Me What You Think

If you are interested in working with YPG Canada on these types of integrations, please feel free to connect with me. As Director of Business Development, these types of integrations are just a part of my teams deliverables. Connect with me via LinkedIn-Darby Sieben and I will respond with my work email address and next steps in the discussion.

If you have comments on this integration, please feel free to post a comment.