In this interview, Mark Thomson, Director of Mobile for The Weather Network & MeteoMedia, gives a great example of how mobile content allows an unprecedented ability to deliver information and services in a highly contextualized manner. This 1-to-1 request for content allows marketers to deliver contextualized ads to users that will boost relevancy and conversions to sales. The Weather Network WeatherEye application serves contextual mobile advertising for the 1.6 million users who have downloaded the application for the iphone and Blackberry. Every time there is a winter storm advisory for 10cm of snow, the Weathereye application displays ads for snowtires to users. Similarly, when the UV index reaches a certain threshold, ads for sunscreen are automatically displayed to users phones. Amazing!Follow us!