JiWire has expanded its suite of hotspot advertising network ad formats to include Ultramercial ad units, which are premium interactive online commercials that Wi-Fi users choose to watch as "payment" for receiving access to a Wi-Fi network. The commercials must be viewed in their entirety before access to a Wi-Fi network is granted, enabling advertisers to efficiently reach an attractive audience at known venues and enabling hotspot operators to enhance the returns on their Wi-Fi infrastructure investments. JiWire has received an exclusive license from Ultramercial, LLC to use the advertising format and its associated technology to provide network access control to Wi-Fi network operators, strengthening JiWire's lead in the emerging Wi-Fi 2.0 arena.
When used to gate access to premium content on the Internet, Ultramercial averages a 7% click-through rate, which compares extremely favorably with industry-average web advertising click-through rates of less than 1%. Even better click-through performance is expected when Ultramercial's format is used to gate access to Wi-Fi Internet connections.
"In partnership with JiWire, we're helping to create a fascinating new economy that enables individuals to purchase things of real value -- Wi-Fi Internet access, in this case -- simply by watching brief, engaging ad segments," said Paul Grusche, senior vice president, sales and marketing, Ultramercial. "JiWire's unique assets make them an ideal partner to deliver Ultramercials in Wi-Fi environments. Their unique Wi-Fi database, as well as their unmatched experience in helping WISPs to monetize their Wi-Fi investments, will be critical to the success of the Ultramercial format."
"The combination of the Ultramercial format and our ability to deliver advertisements based on the location and other attributes of the hotspot at which the Ultramercial will be viewed, creates an incredibly powerful tool for marketers seeking to connect with mobile businesspeople and other Wi-Fi users," said Kevin McKenzie, chief executive officer, JiWire. "Offering location-aware advertising as a form of connection currency, which JiWire is uniquely able to provide, is the essence of Wi-Fi 2.0."
