Advertising is one of the most popular ideas for how to monetize a free Wi-Fi service. And, it is a great idea. Most customers accept that if they consume a free service, then they are the product.
Supported also through research is that the majority (60 percent) of consumers want real-time offers while visiting a store. Most of them (57 percent) will share their location, age and gender to get relevant advertising.
Relevant is the keyword here. If you know you have to watch advertising in exchange for the Wi-Fi access, the ads might just as well be about an interesting subject.
WI-FI ADVERTISING CHALLENGES
Relevance is crucial for the whole business model of Wi-Fi advertising.A video view or app download pays better. Likewise, a premium location such as an airport with a monthly potential audience of a few million people, can bring in substantial money for an exclusive sponsorship. We have seen customers getting 70,000 USD/month. Some of our customers are using shared sponsorships where the user can select from three sponsors. The user then has to watch a video, look at a banner or take part in a survey to gain access.
IT’S ALL ABOUT QUALITY AND NOT VOLUME
PRIVACY AND PORTAL DESIGN MATTER
Portal design is crucial for your success. You must design portals primarily for mobile devices and in a way that makes it easy for people to complete the sign-up. By changing the portal design, one of our operator customers improved the rate of successful sign-ups by 15 percent overnight! For them, it meant 15 percent more income from adverts, by just changing the mobile user experience. Stay tuned, we’ll share that success story in an upcoming article.