Allstate is sponsoring WeatherBug?s smartphone widget letting users stay up-to-date on the most recent time and temperature.

The widget is available for Android devices and can be downloaded for free in the Android Market. WeatherBug claims that the sponsorship with Allstate marks the first time the company has given an advertiser exclusive exposure on a weather application.

?The strategy is to try to simultaneously embrace both the user experience and the advertiser experience,? said Michael Lombardi, vice president of advertising sales and marketing at WeatherBug. ?It?s about gaining exposure among users without being intrusive, and we believe we have delivered on that plan.

?For Allstate, we?re providing something of value ? the time and temperature ? along with a positive user experience,? he said.

Allstate claims to be the nation?s largest publicly held personal lines insurer.

WeatherBug monitors, organizes and disseminates global weather information.

Mobile promotion
WeatherBug is promoting the application via co-branded ads.

Additionally, they are getting the word out about the campaign via its desktop application, as well as running campaigns to promote the downloads of the widget.

?People always want to know the time and temperature, and that will never change,? Mr. Lombardi said. ?When you have users proactively seeking out specific content, and we can provide that content paired with integrated advertising, it presents a very compelling advertising opportunity.?

The WeatherBug Android widget

Smartphone platforms
Currently, both free and paid versions of the WeatherBug mobile applicationss are available for most major smartphone platforms, including BlackBerry, iPhone and Windows Phone 7.

In addition to the mobile sponsorship, Allstate is sponsoring synced leaderboards and rectangular ads that are currently running on the WeatherBug website at http://www.weatherbug.com.

The Allstate sponsorship will run through Dec. 31.

?We are currently working on multiple offerings across mobile and emerging platforms that deliver a personal and impactful experience for both the user and the advertiser,? Mr. Lombardi said.

Final Take
Rimma Kats is editorial assistant on Mobile Marketer, New York