Benadryl has launched a six-figure seasonal display campaign across The Weather Channel’s UK website and iPhone app, its first cross-platform deal in the UK.

The Johnson & Johnson allergy treatment brand has bought into The Weather Channel’s weather-triggered ad function to target users where the local pollen count is above level two.

The deal will see Benadryl display ads across uk.weather.com and the iPhone app’s home, forecast and health pages to reach the channel’s 2m monthly unique users.

Ross Webster, MD of European sales at The Weather Channel, who took sales in-house from ad network Etype when he came on board, said, “People are engaged because they’re coming to find out the pollen count. The dynamic context of the ads and the actual weather conditions gives it significant uplift in awareness and ROI to the advertiser.”

Brands that have recently run display ads across The Weather Channel include Garmin, Tesco, Toyota and easyJet.

In the UK, the main suppliers of inventory around weather are the Met Office and Weather.com. Metoffice.gov.uk sells ads in-house, offering sponsorship and advertising opportunities. Weather ad network The Weather Partnership offers a reach of around 3.3m unique users on sites including weatherunderground.com, windguru.com and netweather.tv.

British Gas and RAC were the first advertisers to advertise on metoffice.gov.uk (nma 28 January 2010).