Ad-Supported Wi-Fi Network Launches

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.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource