2.3 Turn on the Volume: How to Get Someone to Watch Your Online Forecast

Tuesday, 9 January 2018: 11:00 AM
Ballroom B (ACC) (Austin, Texas)
Kait Parker, The Weather Company, Atlanta, GA

The increasingly preoccupied public that quickly turned from TV to online to smartphones is not looking for a traditional three minute forecast. In fact, the data now shows it is tough to even get them to turn their volume on.
Publishing out over 400 forecast videos with nearly 36 million visitors per month on The Weather Channel app, we are able to test what works and what doesn't using real-time metrics. The data collected helps us better understand how we can get them to actually click on the video and how to communicate with a public that has an ever-dwindling attention span.
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