The Weather Channel has launched a new version of its original weather content application for the Android family of devices with special features including ad-support.

The Weather Channel for Android incorporates new features such as animated radar maps and traffic cameras for select cities, yet maintains all the features from the original version of the application. Some of the features include fully-customized weather maps, detailed conditions and forecasts, local video and severe weather alerts, not to mention new expandable banner advertisements.

Mobile Marketer?s Jordan Crook interviewed Cameron Clayton, vice president of mobile at The Weather Channel Interactive, Atlanta, to get the scoop on this new implementation.

Here is what he had to say:

What?s the strategy behind launching on the Android platform?
With so many capabilities, the Android platform has great potential in the marketplace.

From the start, Android has done a great job in allowing developers to create unique applications for its consumers that gives them the opportunity to customize their devices with content that best fits their lifestyle, which is completely in line with our goals at The Weather Channel.

We spend much of our time exploring new channels and ways to get our weather information in the hands of our customers and the Android platform has been a successful experience for us.  

What prompted the additional features? Will they be made available for the iPhone users as well?
After receiving such positive feedback from our original Android application, which has ranked as the No. 1, most-downloaded weather application available on the Android Market since its launch, we have continuously looked for ways to improve the application that would make it even better.

The Weather Channel for Android application allows customers to get weather forecasts for their pinpointed location. The new features allow users to view animated radar maps and local traffic cameras for select cities.  

The overarching product strategy of The Weather Channel is about delivering innovative products to all customers, no matter where they are and what device they are using. 

These features are available to iPhone users in both the free and Max applications for iPhone from The Weather Channel. 

How is this application being promoted and monetized?
The Weather Channel for Android application will soon be promoted through banner ads that will target just Android devices on the Weather.com mobile Web page.

Banner ads will also soon be on Weather.com on PC, including a bar code that can be scanned by Android devices for a direct download.

Additionally, we plan to mention the applicatio in an email blast to opted-in consumers.

Who is the key demographic and how does this application reach out to them specifically?
Our target demographics span everyone from mobile weather enthusiasts to casual weather consumers, including business travelers, active families, outdoor enthusiasts and any consumers who keep up with daily weather.

Are you planning on rolling out the application on any other platforms soon?
The Weather Channel currently has smartphone-specific applications available for the Apple iPhone, Palm Treo, Microsoft's Windows Mobile and Research in Motion's BlackBerry devices.

What makes the advertising opportunities on the Weather Channel application beneficial, attractive, unique and etcetera?
The advertisements on the new weather application allows customers to click on interactive, expandable banner ads to link to a WAP site or click to call, to video or to locations ? all without closing the weather application.

This creative execution offers advertisers a high-profile, exclusive ownership opportunity and premier brand alignment with the leading application available on the Android market.

Why is mobile a good place to offer weather-related content?
Mobile has been a great extension of how consumers already know us from television and the Internet. Weather is such a natural fit for mobile content because it is both location-specific and is constantly changing.

Consumers are affected by weather every day in many different situations, and the utility of having weather on the go with accurate forecasts for your specific location is critical in planning daily activities.