With an increasing percentage of shoppers connecting to WiFi on their smartphones as they shop, retail WiFi sponsorship represents a massive opportunity to engage interested users on their own devices right at the point of purchase.
SAN FRANCISCO, CA, Jul 16, 2012 Beginning Q3 2012, Cloud Nine Media and DragNFly Wireless are partnering to bring free, unlimited WiFi access to select malls across the US. Cloud Nine, which currently provides WiFi sponsorship and advertising at over 5000 airport, hotel, metro and other locations nationwide, will provide sponsorship for this initiative. For nearly 10 years DragNFly Wireless has rolled out and managed venue-branded guest WiFi at hundreds of locations nationwide, including shopping malls. The target market will initially include 24 mall locations, and expand to additional locations over the course of the year.
Cloud Nine has prior experience running retail WiFi sponsorship programs in Westfield malls for advertisers including SmartUSA, Old Spice, Belkin, Symantec, AirLingus and others. The WiFi sponsorship model allows advertisers to deliver targeted offers, video, rich media and more to engaged users connecting to public hotspots in exchange for free access. These promotions are appreciated by consumers and can be used to drive foot traffic and transactions for both mall tenants and national brands.
"Over $230 Billion is spent in US shopping centers each year," notes Cloud Nine CEO Sebastian Tonkin. "With an increasing percentage of shoppers connecting to WiFi on their smartphones as they shop, retail WiFi sponsorship represents a massive opportunity to engage interested users on their own devices right at the point of purchase. We're thrilled to be able to add DragNFly's locations to our network and partner with them in exploring this exciting new space."
WiFi has broad coverage these days in places like airports and hotels, where people are sitting down for extended periods to do work. It remains less common to date, however, in in-market venues like malls, where the audience tends to be more actively shopping, or taking a short break between stores. This makes the audience particularly receptive to useful, relevant advertising that is location-specific.
"Shopping centers have begun to realize that WiFi is a 'must-have' amenity," adds Duran Johnson, President of DragNFly Wireless. "With a flood of WiFi enabled phones, media players, tablets, and eReaders pouring into shopping malls combined with the use of social media and shopping apps, it's no surprise that shoppers want WiFi to make the shopping experience better; all truly complement each other. We are honored and excited to partner with Cloud Nine in order to leverage their network of advertisers for our customers."
Malls offer a unique opportunity to deliver hyperlocal advertising, by device type, in high traffic, in-market locations, to a population that relies more and more fully on mobile devices to make decisions while shopping. This market will represent a particularly interesting opportunity for advertisers in food, entertainment, fashion and electronics to work with Cloud Nine to make contact with some of the 197 million American adults who visit a mall each month, staying an average of 1.3 hours per visit.
Cloud Nine Media lets advertisers trade free WiFi access for 30 seconds of positive, brand-safe engagement with millions of tech-savvy WiFi users in thousands of premium airport, hospitality and retail locations worldwide; http://www.cloudnine.com/ .
DragNFly Wireless enables brands to provide great, easy-to-use Wi-Fi for their customers and leverage Wi-Fi as a marketing tool at any location where people gather: shopping malls, restaurants, fitness centers, hotels, cafes, salons, outdoor shopping areas, marinas, bars, and more; http://www.dragnfly.com/ .