The Weather Channel is giving users a more personalized weather experience with an updated Android application that also gives consumers an immediate and exact view of when to expect rain to start and stop.

The company claims that the Android app, which is the first major redesign since 2009, looks completely different from both its current Android app, as well as its other apps. Furthermore, Toyota is The Weather Channel?s U.S. launch partner for the redesign.

Mobile updates
Consumers can update their Weather Channel Android app through Google Play.

The app displays an immediate view of weather conditions, with exact timing of when rain will begin and end.

Moreover, users can browse easier-to-find forecasts, improved map features, video offerings and location management for up-to-date weather information. 

The company hopes to offer users a more tailored and personalized experience.

Many of the new features include easier access to current conditions, severe weather information, hourly forecasts, 36-hour forecasts and 10-day forecasts. There is also an immediate narrative of what to expect and gives users a better idea of how weather will affect their day.

Additionally, the revamped app also includes localized maps, severe weather bulletins and tropical cyclone tracking.

More interactive
As part of the redesign, The Weather Channel Android app also includes weather-triggered backgrounds, improved management for saved locations and the ability to set up weather widgets and notifications.

Users can also share weather forecasts, maps and alerts with family and friends through Facebook, Twitter and other major social networks.

According to the company, the Android app?s new design is an extension of its brands based on designs of The Weather Channel?s next generation of products.

Advertisers
Toyota is the exclusive launch partner of the new Android app and will feature a new full-screen ad unit and the branded background within the app on mobile and tablet devices.

Furthermore, the branded background offers weather-triggered, day-parted creative for more relevant storytelling and a more integrated experience for both the consumer and advertiser.

The campaign also includes co-branded media across The Weather Channel?s properties.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York