Home  › Social › Social Media

Clinique, Groupon, HP, Ritz Camera Test Geo-Fenced Advertising

  |  December 15, 2010   |  Comments

Ad units pull in location-specific data from JiWire's Wi-Fi network, giving viewers information on the brand as it relates to their proximity.

Groupon, beauty products marketer Clinique, Hewlett-Packard, and retailer Ritz Camera are launch partners for a new platform by JiWire that serves mobile ads to viewers when they are in a locale with product or store availability. Called "Compass," the platform's ads can be viewed on devices such as iPads, smartphones, or laptops when users enter a geo-fenced area.

The ad units pull in location-specific data from JiWire's Wi-Fi network, while providing information to the viewers about the brand as it relates to their proximity. Once a consumer clicks an ad, it expands into a full-screen presentation that shows the nearby locations with either the products - perhaps eyeliner as an example for Clinique - or store locations for a retailer like Ritz Camera. Additionally, the Compass system is designed to inform a consumer if a product is in-stock at a store.

Smartphone users can click to call a retail location via the ad unit as well as retrieve driving/walking directions. And, advertisers can create customized tabs letting a user learn about their brand through product videos. Consumers don't need to opt in, according to JiWire, as Compass serves ads after scanning what's nearby.

Clinique, Groupon, and HP were not available to address exactly how they plan to use the platform. A JiWire spokesperson said Groupon's ads, in particular, would allow the daily deals company to target consumers with multiple local offers, while facilitating the quick retrieval of directions to retail locations. It builds on the two companies' announcement last week that they will distribute daily deals ads by neighborhood locale.

Alex Goldman, director of media for Ritz Camera's Beltsville, MD-based parent, Ritz & Wolf Camera & Image, told ClickZ that the Compass platform is already paying dividends in the early stages after implementation. "[It] has enabled us to reach our customers at the most local level and drive business into our stores," he said.

Generally speaking, JiWire offers the ability to target ads based upon its network of more than 30,000 public Wi-Fi hotspots (airports, coffee shops, college campuses, etc.) and partnerships with 40 network providers. The San Francisco-based company says its ads have been reaching more than 40 million people a month.

The launch of Compass (see video presentation below) comes after JiWire purchased Nearbynow last month. That acquisition provided technology for Compass, while also acquainting JiWire with Nearbynow's established client Ritz Camera.


pro-rank-tracker-logoPro Rank Tracker is a cutting-edge ranking tracking tool for keeping you up-to-date with all the latest changes in the rankings of your websites and videos.


Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...