WEATHERING THE STORM: WHEN MOBILE BECOMES AN ABSOLUTE NECESSITY
When Hurricane Sandy bore down on America’s East Coast, those threatened turned to AccuWeather mobile in record numbers for life-saving information. Throughout the storm, AccuWeather was ahead of other weather sources in identifying Sandy’s threat to the East Coast, and in warning of its potential for high winds, heavy snow, and a dangerous impact that would reach far inland.
Safety and weather updates were crucial for storm goers and a record-breaking 34 million people relied on AccuWeather mobile apps and the mobile web to prepare for and monitor the hurricane. Users turned to AccuWeather’s up-to-date radar and its comprehensive hurricane section, and benefitted from the pushed severe weather alerts included in many of AccuWeather’s mobile apps.
In this emergency, mobile advertising also became a critical type of information. AccuWeather, with the help of [a•mo•bee]’s ad serving platform, PULSE for Publishers, provided advertisers with a robust infrastructure to deliver life-saving information targeted to the most threatened geographic regions, in real time. Among the advertisers was disaster recovery expert ServPro, who was able to use AccuWeather’s contextual inventory to present critical information, products and services to the right people, in the right place, at the right time.
“Sandy was an extraordinary event – a hurricane embedded in a winter storm,” said Barry Lee Myers, CEO of AccuWeather. “The wide-spread power outages demonstrated once again mobile is a necessity and not just a convenience when it comes to our mission of saving lives and protecting property.”
“Relevance is key in mobile advertising and sometimes relevant information can save lives,” said Trevor Healy, CEO of [a•mo•bee]. “In situations like this, simple advertising is replaced with critical information about products and services for the people facing adversity, like the victims of Hurricane Sandy.”
The destructive Hurricane Sandy spanned across New England, causing severe devastation across 24 states. Flooded substations and downed power lines caused at least 3.1 million power outages in many large cities across the Northeast. For many of the displaced victims, their mobile devices were their only connection to the world.
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