This document discusses monetizing carrier Wi-Fi networks through advertising. It notes that free Wi-Fi is a highly desired amenity for consumers. The Boingo advertising network has seen triple-digit revenue growth by allowing brands to advertise to users in exchange for free Wi-Fi access. The network provides targeted ads across thousands of venues to over 1 billion consumers annually, generating revenue to support network costs while keeping customers satisfied.

1. Monetizing Carrier Wi-Fi
with Advertising
Real-life experiences from the world’s largest Wi-Fi ad network

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. © 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. 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. © 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. 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. 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. Wi-Fi Sponsorship Experience
Balancing consumer satisfaction with monetization

9. Innovative Ad Formats
• Click-to-Visit
• Video
• Text Match
• Poll
• Email Collection
• App Download
• Display Ads
© 2014 Boingo Wireless – Confidential – Page 9

10. Video

11. Email Collection

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. 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. Network Considerations
Deliver the best possible user experience
Location Network Quality Audience

15. Praise, Raves & Results
© 2014 Boingo Wireless – Confidential – Page 15
9% CTR
+18% Consideration
+21% Ad Awareness

16. More Praise, Raves & Results
© 2014 Boingo Wireless – Confidential – Page 16
34% CTR
+11% Consideration
+44% Recall

17. Customers Love Wi-Fi!

18. Advertisers Love Wi-Fi Too!

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. Thank
You!
Jon Landa
jlanda@boingo.com

21. A!Q!