Find a Hot Spot to Market To

As I was connecting to the “free” WiFi at John Wayne Airport in sunny California, I saw the typical “This service is provided” by promotion but something new peaked my interest. Before I could connect I had to watch a 30 second commercial from one of the WiFi sponsors – brilliant!

We all know nothing is free these days, therefore the exchange of value in this case is the company provides you with free WiFi while you wait for your flight and in return you take 30 seconds of your time to view its commercial. It seems like a fair trade.

According to HypeWiFi, the typical demographic for WiFi hotspot users is 18- 35, affluent and brand loyal. Based on the WiFi location a demographic profile of the area will be provided to the company in order to create site specific campaigns in order to tailor a companies marketing. Companies can also collect demographic information by creating questions based on the criteria it is most interested in. Additionally advertisers can use a pay-per-response method in order to attract its target market. For example, as consumers answer survey questions if their responses don’t match the qualities of a companies target market then the will not be directed to that advertisers message.

WiFi costs can quickly add up while traveling between different cities and many consumers are more willing to answer surveys and view advertising in order to have free internet access.

Here is an example of a Flonase advertisement used in a Doctor’s office: