Air Quality for AstraZeneca
WeatherBug is a mobile app and website providing live and forecasted hyperlocal weather data. For millions with asthma, unpredictable air quality can turn daily tasks into health risks. Without reliable, real-time data, they face increased exposure to harmful conditions, endangering their well-being.
An Overview
Air Quality for WeatherBug Web
AQI - A key indicator of the cleanliness of the air we breathe, influenced by industrial pollutants, carbon emissions, and climatic events like forest fires.
WeatherBug’s Air Quality forecasts help users, particularly those with respiratory conditions, make informed decisions about outdoor activities, such as exercising, commuting, or recreational outings, reducing potential health risks.
WeatherBug generates revenue by displaying targeted ads in the Air Quality section, using a CPM model based on user engagement, ensuring valuable content while sustaining the platform.
Challenges in Air Quality Data Delivery and Revenue Balance
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Asthma and respiratory sufferers faced challenges planning outdoor activities due to poor air quality, which could worsen their health and well-being.
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Without timely and accurate air quality data, everyday decisions like choosing a commute or outdoor plans become risky for users, exposing them to dangerous conditions.
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WeatherBug's challenge lies in optimising ad-revenue in the Air Quality section while ensuring high user engagement and satisfaction.
User Overview and Health Concerns
An insight into WeatherBug's diverse users, outlining their backgrounds, everyday lives, exposure to technology and the health concern they experience. Understanding these aspects helped me tailor solutions that better supported their needs.
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Robert Johnson | 42 | Male
📍Baltimore, MD
(2021)
He juggles work and errands but often finds his asthma flaring up, especially when he’s outdoors. Checking air quality alerts on his Android phone helps him plan his day, but he still faces challenges managing his condition. Robert typically responds to ads featuring attractive deals, indicating he’s open to solutions that can help him breathe easier and reduce his medical costs.
Katherine Bells | 30 | Female
📍Orlando, FL
(2021)
She leads an active lifestyle, enjoying outdoor activities like running and hiking. However, her asthma sometimes impacts her ability to participate fully in these activities due to concerns about lung function and allergies. Katherine frequently uses her iPad and iPhone, seeking helpful information that can support her health. Ads that provide valuable insights and tips for managing asthma could capture her attention and encourage her to explore more effective options.
Larry Wise | 58 | Male
📍Santa Barbara, FL
(2021)
He enjoys swimming and fishing, but his asthma causes chronic inflammation, making outdoor activities more difficult. Larry often uses his Android phone and tablet, looking for relevant health information to improve his quality of life. He pays attention to ads that offer practical and important information, suggesting he is interested in solutions that can help him manage his condition better.
Key Needs of Asthma Patients and Revenue Goals for Air Quality Data
Asthma sufferers needed accurate, personalised air quality data, a simple interface, reliable condition-specific information, and tools to help them take action.
01
Access to Accurate and Personalised Data
Users needed precise, hyperlocal air quality information to plan their activities and protect their respiratory health.
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Confidence in Data Reliability
Users required the confidence that the air quality data provided was accurate, and specific to their location, ensuring they can avoid dangerous air conditions.
02
Intuitive Website Interface
An easy-to-navigate interface would be crucial for people with asthma to seamlessly use air quality data.
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Tools for Better Understanding and Action
Features like alerts and educational resources could help users with asthma condition better understand air quality risks and take proactive steps to stay informed and safe.
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Driving Revenue through Engagement
WeatherBug aims to increase ad revenue by providing advertisers with a highly engaged audience while ensuring asthma patients remain engaged through relevant, valuable content.
Streamlining Prioritsation
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Revenue Growth
WeatherBug partnered with AstraZeneca to promote Tezspire in the newly branded Asthma Forecast section, driving increased revenue. -
Improved User Understanding
Expanding the map feature to enhance users' comprehension of air quality index (AQI) data. -
Accurate Forecasts
Implementing a 'Today's Conditions' feature to provide precise day-ahead forecasts tailored to user needs. -
Health Awareness
Highlighting pollutant triggers to assist asthma sufferers in better managing their condition. -
Enhanced Engagement
Introducing articles on air quality and asthma to improve user knowledge and interaction.
The MVP
AIR QUALITY WITH ASTHMA FORECAST
Asthma Forecast - Core Focus
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Expanded Air Quality Map
Redesigned our Air Quality overlay map larger, helping users see AQI scores more clearly across different regions.
Optimised Ad Units
We were improving ad placements to increase revenue without disrupting the user experience.
Sponsor Brand Integration
We were positioning sponsor brands thoughtfully to maintain a user-friendly experience while supporting our business.
Success Metrics
Revenue through Engagement
Increased page views leading to upscaled CPM.
Deployed Iteration
WeatherBug Air Quality redesigned incorporating
Asthma Forecast
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Enhanced Air Quality overlay Map's dimensions, enriching users' visual grasp of AQI scores across the observed terrain.
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Incorporation of a 'Today's Conditions' feature alongside the AQI Score, delivering precise day-ahead forecasts for the designated region, facilitating the user's planning of daily routines, outdoor activities, and precautionary measures.
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Emphasis on the key 5 Pollutant triggers, informing users about potential Asthma triggers including PM2.5, PM10, O3, N2.
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Comprehensive Articles on Air Quality and Asthma, fostering heightened awareness and knowledge among our users.
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Optimisation of Ad Units to amplify revenue while diligently preserving a seamless user experience.
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Strategic placement of Sponsor Brand to enable awareness about the medicine developed to treat severe asthma in adults and in children ages 12 years and older.
Impact
WeatherBug web's new Air Quality page-views observed a percentage growth of 125%.
The ad revenue contributed to a deal worth 1 million USD per year.
In the Press: WeatherBug AQI
Amgen, AstraZeneca asthma ads for Tezspire run on weather app’s air quality monitor
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East Coast weather watchers may have been wondering about the Tezspire for asthma ads running on the WeatherBug app’s air quality meter. With smoke billowing south from Canadian wildfires, are the ads timely media buys or just coincidence?
Just a coincidence, an Amgen spokesperson confirmed. The ads for Tezspire, co-marketed by Amgen and AstraZeneca, running now on the weather platform were part of a national advertising media buy meant to coincide with allergy seasons across the US.
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- Beth Snyder Bulik
Senior Editor, Endpoint News | June 20, 2023
