With New Weather Channel Deal, Twitter Aims to Make it Rain for Brands
Forecast: cloudy, with a chance of promoted tweets. Aiming to attract more big-brand ad dollars, Twitter and The Weather Channel have a new deal to create custom content around weather-related Twitter activity. Twitter users will be able to see video clips of local forecasts, severe weather coverage or user-generated content. But instead of requiring a link out to other websites, users can view the video within the Twitter stream using the company's "Cards" technology. It's similar to Twitter's partnership with ESPN last year.