The wireless industry intelligentsia gathered last week in London at the world’s leading carrier grade Wi-Fi event, the Wireless Broadband Alliance’s (WBA) Wi-Fi Global Congress, to forge next steps for the game-changing Next Generation Hotspot protocol roll-out, form new alliances, and share intel on the hottest trends in the wireless ecosystem.
For a download of the emerging trends in Wi-Fi sponsorship and advertising, the WBA knew who to call. Boingo’s own mobile advertising guru and VP of advertising product management, Sebastian Tonkin, made his second consecutive appearance at the Wi-Fi Global Congress, presenting the informative Location-based Targeting: Capitalising on Features Wi-Fi Offers Over More Established Channels session.
Designed to provide industry leaders with an insider’s look at the revenue and consumer engagement opportunities offered by Wi-Fi advertising, Sebastian’s presentation explored the power of Wi-Fi sponsorships to capture nearly a minute of devoted, tech-savvy consumer attention for advertising partners; new Wi-Fi-enabled advertising engagements, including the interactive “character match” type-in model and an exciting soon-to-be-announced model; and the potential to increase the value of each impression through precision targeting.
Sebastian also explored the depth of enhanced, anonymous location-based targeted through the synthesis of Wi-Fi-based analytics and third party data, enabling device-type, daypart and location targeting, and more. This type of intelligence will make it possible for leading advertisers to reach a Starbucks Coffee-loving, iPhone-using mom buying their favorite drink on their lunch break with a location-based message, for example.
The presentation also provided an overview of the diversified revenue streams that can provide cost advantages, not to mention some mind-blowing facts and figures. Today there is a projected $20 billion dollar opportunity for Internet and mobile advertising in the U.S. alone, with the average Internet session lasting 51 minutes – that’s a lot of online time that consumers can enjoy following a quick 15-30 second engagement with a Wi-Fi sponsor’s brand.
Stay tuned to “The Hotspot” for more news on Wi-Fi sponsorship and advertising trends, and the latest Boingo Wi-Fi sponsorships near you.