Location-Aware Ad Networks Extend the Value of Metro Wi-Fi
In spite of the hype around advertising-supported access for many providers, revenue from advertising has not been a reality for most Wi-Fi providers - until now. Why? Traditional online advertising is based on high volumes of ad impressions paid at a low cost per unit (counted in CPM or cost per thousand). Although the demographics of Wi-Fi users are especially attractive to advertisers because of higher than average income brackets, mobility of the user and familiarity with technology, the average number of impressions available over any Wi-Fi Network today is not large enough to support a full ad campaign. Advertisers don’t recognize Wi-Fi as a viable platform that can provide measurable ROI. Additionally, without location targeting traditional ad campaigns do not generate sufficient revenue to support a free access/advertising supported business model. However, a new concept, Location-Aware Advertising, is delivering the ROI advertisers seek and that Wi-Fi providers must provide.
Location-aware ad network pioneer, 1020, and Tropos are changing the value dynamics of advertising on Wi-Fi. The partners are the first to deliver the results advertisers need, therefore delivering on the promise of advertising-supported free access. Together, 1020 and Tropos are monetizing wireless broadband installations with the industry’s first location-aware advertising network, 1020’s Placecast. Placecast aggregates Wi-Fi installations across the US to provide the largest Wi-Fi location-aware ad network. As a result advertisers enjoy higher return on their ads. With Placecast, free advertising-supported access may be in the future for most operators, and additional revenue streams can be gleaned from the network today.
The Placecast location-aware ad network easily integrates with Tropos wireless broadband deployments and brings measurable value to these installations. 1020 and its Placecast partners are building the future of advertising through:
- Customers unique needs, profile and exact location are considered, increasing relevance of advertising and resulting in greater campaign effectiveness.
- Advertisers receive higher-value, more qualified leads through easily executable and trackable campaigns
- Agencies and advertisers enjoy the flexibility required to quickly build, launch and adjust localized campaigns
With Placecast, advertisers get better click-through rates and more qualified leads than when using generic, broad based Internet advertising methods. Placecast vastly reduces the cost of generating location-specific ad content needed to make a campaign local. Dynamic overlays can provide any type of information to make brand advertising more relevant and thus more effective, including directions, SMS and retail location proximity and promotions. Placecast provides real-time closed-loop marketing opportunities for marketers and advertisers, dramatically improving their return-on-investment and their ability to measure campaign performance.
Location-aware advertising in the wireless broadband ecosystem is a trend that is gaining momentum as wireless access is reaching critical mass. Tropos and 1020 are leading the effort to jointly offer advertising solutions to service providers and publishers to deliver real value in current and future installations. Advertisers and consumers win in the new world of location-aware advertising. Wireless broadband is validated, beyond its primary function as a channel for connectivity, but also as a unique way to bring relevant advertising to users based on their current location.
For more information please send an e-mail to tropos@1020systems.com or come to our website www.placecast.net for an overview of our company and a live demonstration.
Example: Placecast Ad Placement on Log-In Page
Example: Placecast Ad Placement on Landing Page
