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Monetizing Carrier Wi-Fi with Advertising

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Presented at the Wi-Fi Offload Summit 2014 in Palo Alto, CA, Boingo VP Jon Landa joined industry thought leaders and innovators to address how to monetize carrier Wi-Fi with advertising. This presentation features real-life experiences from Boingo, the world's largest Wi-Fi ad network, and covers how the Wi-Fi sponsorship experience balances consumer satisfaction with network monetization. The presentation also elaborates on how Boingo's turnkey media platform helps network operators and venues offset rising network costs while keeping customers satisfied with Wi-Fi...and helps brands and advertisers engage with a highly desirable mobile audience.

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Monetizing Carrier Wi-Fi with Advertising

  1. 1. Monetizing Carrier Wi-Fi with Advertising Real-life experiences from the world’s largest Wi-Fi ad network
  2. 2. © 2014 Boingo Wireless – Confidential – Page 2 We All Need & Want Wi-Fi •  Free Wi-Fi is one of the most requested amenities –  The need for constant connectivity remains at an all-time high –  60% of people can’t go without Wi-Fi for more than 1 day •  Me with Wi-Fi è –  Jon Landa, VP Advertising Sales Sources: http://press.hotels.com/en-us/news-releases/travelers-rank-complimentary-breakfast-and-free-wi-fi-as-the-most-valuable-hotel-amenities-in-global- survey/ and http://www.huffingtonpost.com/vala-afshar/50-incredible-wifi-tech-s_b_4775837.html
  3. 3. © 2014 Boingo Wireless – Confidential – Page 3 We Can’t Live without Wi-Fi •  Me without Wi-Fi è –  Grumpy Cat! –  Your customers feel the same •  Your customers expect & demand Wi-Fi •  Can you monetize your network via advertising?
  4. 4. The Proof Is in the Pudding Advertising delivered triple-digit revenue growth for Boingo in Q1 2014, after posting an 80% increase for all of 2013 © 2014 Boingo Wireless – Confidential – Page 4 Source: http://investors.boingo.com/releasedetail.cfm?ReleaseID=846637
  5. 5. © 2014 Boingo Wireless – Confidential – Page 5 Brand/Advertiser Benefits 30 seconds of captive ad engagement in exchange for 30 minutes of free Wi-Fi for
  6. 6. World’s Largest Wi-Fi Advertising Network Turnkey media platform delivers a win-win-win to: •  Venues: Ad revenue helps underwrite the cost of providing free Wi-Fi •  Brands: Guaranteed engagement with a highly desirable mobile audience •  Consumers: Free Wi-Fi is a popular, must-have amenity for consumers
  7. 7. Boingo Ad Network Venue Snapshot Thousands of locations including airports, hotels, city centers, NYC subways, malls, and more serving more than 1B consumers a year North America Europe/Middle East South America © 2014 Boingo Wireless – Confidential – Page 7
  8. 8. Wi-Fi Sponsorship Experience Balancing consumer satisfaction with monetization
  9. 9. Innovative Ad Formats •  Click-to-Visit •  Video •  Text Match •  Poll •  Email Collection •  App Download •  Display Ads © 2014 Boingo Wireless – Confidential – Page 9
  10. 10. Video
  11. 11. Email Collection
  12. 12. Targeting Dimensions Location Device Daypart •  Geo-targeting •  Venue targeting •  Mobile, tablet, laptop •  iOS, Android •  Device language settings •  Days of week •  Time of Day © 2014 Boingo Wireless – Confidential – Page 12
  13. 13. What’s In It for Network Operators? Improve Customer Satisfaction Keep your customers satisfied by providing free Wi-Fi in public venues Monetize Your Wireless Network Generate incremental revenue to subsidize the cost of operating your network Measure Campaign Results Gain insight into performance with real-time campaign reporting and data Offset rising network costs with an exciting new revenue channel © 2014 Boingo Wireless – Confidential – Page 13
  14. 14. Network Considerations Deliver the best possible user experience Location Network Quality Audience
  15. 15. Praise, Raves & Results © 2014 Boingo Wireless – Confidential – Page 15 9% CTR +18% Consideration +21% Ad Awareness
  16. 16. More Praise, Raves & Results © 2014 Boingo Wireless – Confidential – Page 16 34% CTR +11% Consideration +44% Recall
  17. 17. Customers Love Wi-Fi!
  18. 18. Advertisers Love Wi-Fi Too!
  19. 19. Platform Integration •  JavaScript snippets can be added easily to an existing Wi-Fi portal •  Advertising flow doesn’t disrupt the existing login functionality •  Short list of proxy domains for white-listing •  24/7 partner support and dedicated operations representative © 2014 Boingo Wireless – Confidential – Page 19
  20. 20. Thank You! Jon Landa jlanda@boingo.com
  21. 21. A!Q!

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