Fairfax Media has launched a new mobile ad unit that will occupy the entire background of its Weatherzone app.
Weatherzone head of product Todd Baker says the unit, called The Eclipse, is “non-invasive” and sits behind the app’s content, “adding to the user experience with relevant information based on the conditions”.
For the launch of The Eclipse, Fairfax has partnered with Telfast, producers of hayfever remedies. The unit will utilise Weatherzone’s Pollen Index to deliver ads promoting the brand’s products to users on high to extreme pollen days.
The ad is a static, clickable image that directs users to retailers where they can purchase Telfast.
The Weatherzone app already features display advertising in blocks between weather information and in a bar at the bottom of the screen.
Fairfax mobile commercial manager Stewart Heys said the ad unit was a combination of prime screen real estate and the ability to target the weather conditions and location data. “The Eclipse is another example of our commitment to delivering unique advertising solutions that engage consumers on mobile devices,” he said.
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