In a new twist, the Weather Channel is now the first mobile service that can target advertising based on -- you guessed it -- current weather conditions.

It works with a series of basic categories, such as clear, cloudy, rain, or windy. (Maybe they can advertise mail-order umbrellas?)

TWCM director of advertising Rebecca Barnett named some potential uses, including "travel services and travel destinations, automotive products oriented toward safety in bad weather conditions (such as tires and SUVs) and health products such as cold medications," according to the MediaPost report.

Weather Channel Extends Ad Targeting Options To Mobile [MediaPost]