AnchorFree targets advertisers with location specific network capabilities, while giving hotspot owners free Internet access service.
The next time you pull out your laptop or wireless device in your local coffee shop to log into its Wi-Fi network, you may be presented with an ad that pays for your access, thanks to the recently launched AnchorFree network.
Broadband wireless hotspots have multiplied exponentially over the past several years, as commercial, retail and hospitality businesses provide Internet access as part of their overall service. But, many businesses foot the bill for their users' access or require customers to purchase time to surf the Internet. With AnchorFree, the company offers businesses the means of providing free ad-supported broadband wireless access, while giving advertisers the opportunity to reach viewers at specific locations.
Consumers on an AnchorFree hotspot are presented with a display ad that remains at the top of the screen with every Web site they visit, and those ads can be contextually matched to the content on each page, according to Mark Smith, EVP strategy and product development for AnchorFree.
"Regardless of what page they go to, we have them for a period of time," said Smith, "And we screen-scrape the page and feed it into the targeting engine to present them with the most significant ad."
As each hotspot has a specific location that users must be near to get access to the service, it allows advertisers to precisely geo-target their ad campaigns, more so than relying on ISP location information alone, said Smith. AnchorFree provides ad sales for the network, but has also partnered with ad rep firm Gorilla Nation and allows site owners to sell their own ads.
The company has already signed advertisers to its network, including American Express, AirTran, Circuit City, Clorox, Ford, Harrah's, Kaiser Permanente, Major League Baseball, McDonald's, Princess Cruises, Prudential, Qwest and Toyota.
AnchorFree has also signed with seven hotspot operators, including Deep Blue Wireless, ICOA, and WiFi Guys. To woo new hotspot operators to its network, AnchorFree will also provide free wireless hardware to sweeten the deal.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT