JiWire, a location-based mobile media company, is now partners with Borders to enable location-specific advertisement across Border’s Wi-Fi network. Borders Group Inc. is a leading retailer of books, educational and entertainment items throughout the U.S. The exclusive partnership allows top brand advertisers to leverage JiWire’s highly contextual location-based advertising platform to reach on-the-go audiences at over 500 Borders locations nation-wide.
Premium brands such as UPS, Verizon and Cisco’s WebEx can now avail the opportunity to reach out to the millions of customers visiting Borders store throughout the year. Local consumers are now frequenting premium café venues like Borders with their Wi-Fi enabled device looking out for public Wi-Fi networks for both personal and business use. According to the statistics provided by JiWire’s Mobile Audience Insight report, the speed and convenience provided by Wi-Fi networks in such café’s has shot up its usage to over 50 percent in the first quarter of 2010 from the fourth quarter of 2009.
The last years Insights report focusing on the Wi-Fi’s in Cafés such as Borders showed that almost 83 percent of the Visitors browsed within their own locality for local business and entertainment. This posted a unique opportunity for the advertisers to connect with local tech savvy consumers and small business owners. The study also showed that nearly 70 percent of the café users browsed for more than an hour with 85 percent hooked for at least once a week either on their laptops or handheld mobile device thus ensuring a highly captive and consistent audience.
David Courtney, CEO of JiWire was very excited to welcome a dominant retailing partner such as Border that provides a friendly and comfortable Wi-Fi environment and said “As we see a notable shift in more café locations offering free Wi-Fi, the café owners are looking to find new ways to monetize their networks. These premium café locations have developed a unique audience that is incredibly valuable and we are making it possible for advertisers to have location-specific engagement with this hard to reach On-The-Go Audience."
JiWire’s location-based interactive media platform enables advertisers to identify and deliver venue and brand specific services to audience segments targeting multiple devices, from laptops to Smartphone’s. Wireless broadband network host and device manufacturers can now leverage this unique platform in exchange for free internet access.
Carolyn John is a Contributor to IoTevolutionworld. To read more of her articles, please columnist page.Edited by
Erin Monda