Using custom creative assets, these first-to-market animated full-screen ads integrated seamlessly into The Weather Channel app experience and reached nearly 15 million U.S. consumers daily. The animated full-screen ads leveraged custom creative assets and integrated seamlessly into The Weather Channel app experience. The opening for the movie coincided with millions of consumers using The Weather Channel app to plan their holiday weekends, so Disney was able to deliver their messaging at the perfect time and place.

Animated branded backgrounds are a natural fit for Walt Disney Studios Motion Pictures. With their renowned ability for storytelling with video, they were a perfect fit to be the first partner to be “in motion” on our ad units. These beautiful, visually compelling animations capture emotion and feeling, and amplify the high-definition creative and visuals provided by Disney in a way that a still image wouldn’t be able to convey.

With Disney’s commitment to the partnership, Weather built and tested these new creative ad units with Disney’s custom assets so the ads would be perfectly executed at launch. Leveraging Weather’s scale in the top 20 DMAs, as well as dayparting to ensure a high share of viewership, Disney was able to drive moviegoers to theaters on November 23rd, 2016.

With the family-friendly movie opening right before the Thanksgiving holiday, Disney took advantage of the seasonal spike in Weather’s app traffic by launching the campaign right before “Moana’s” opening date. The branded background ads prompted users to input their zip codes for the nearest movie theaters that would be playing the movie, delivering Disney’s marketing message when users were in the planning mindset and making The Weather Channel app the perfect promotional platform for Disney’s Moana.

With a campaign timed perfectly around the Thanksgiving holiday, Disney took advantage of the seasonal spike in app traffic as millions of users checked the weather while traveling, making The Weather Channel app the perfect promotional platform for Disney’s Moana.

With Walt Disney Studios Motion Pictures’ renowned ability for storytelling with video, they were a perfect fit to be the first partner to be “in motion” on our ad units. These beautiful, visually compelling, first-to-market animations capture emotion and feeling, and amplified the high-definition creative and visuals provided by Disney.

Using a targeting strategy that included dayparting and geo-targeting to the Top 20 US markets, Disney’s Moana Animated Branded Backgrounds were a win-win for The Weather Company and Walt Disney Studios Motion Pictures, leveraging compelling creative and custom animation.