MediaShift, Inc. (MSHF), a leading digital advertising technology company that monetizes private WiFi networks and web publishing sites, while offering advertisers access to a rapidly growing audience platform for on-the-go consumers, recently announced its Premier Airport Network. This advertising ecosystem allows brands to reach highly coveted travelers, while generating a new revenue stream for airports to help offset expensive WiFi infrastructure costs.
MediaShift’s Premier Airport Network uses patented technology to provide advertisers with access to travelers across multiple touch points and devices as they surf an airport’s WiFi network. Brands can now target and remarket travelers throughout their entire browsing session at the airport.
Today, airports struggle to combat declining revenues due to various economic and market pressures that include a decreasing number of travelers, and vacant space resulting from airline mergers, flight eliminations, and bankruptcy filings. Secondly, free Internet is an expectation, especially with business travelers. The proliferation of mobile devices and bandwidth-hungry applications puts pressure on airports to upgrade their WiFi networks – an expensive endeavor. Providing free WiFi as an amenity is a cost center for airports.
“Partnering with our nation’s major airports and those providing them WiFi access is the next logical step in expanding our footprint of private WiFi networks,” said MediaShift CEO David Grant. “Air travelers are an attractive demographic for advertisers and a perfect fit for us as we continue to expand our global on-the-go ad network.”
MediaShift’s Airport Network launches with 20 major U.S. airports, including four of the 10 largest in the country. This initial footprint represents more than 200 million annual enplanements, providing advertisers access to more than 23 million unique users per month.
Out-of-home (OOH) airport advertisers can run Web and mobile digital campaigns in conjunction with traditional panel display campaigns. MediaShift closes the loop on OOH airport campaigns by tracking click-throughs and conversions.
“MediaShift is bridging the gap between outdoor and digital advertising,” said MediaShift President Brendon Kensel. “By partnering with MediaShift, OOH advertisers can now offer their advertisers measurable campaigns rather than just offering impressions.”
MediaShift’s technology collects enormous amounts of critical and relevant behavioral data on travelers both before and after they enter the WiFi network. MediaShift observes consumers across the entire travel lifecycle – when researching travel, booking travel, at the airport, and then at a hotel. This level of granularity and specificity provides the ability to deliver targeted advertisements based on brand needs and the mobile device used.
Kensel continued, “We believe that MediaShift is the only company to monetize WiFi networks at both sign-in and while surfing through pre-roll and interstitial videos. Competitive solutions that we are aware of only provide sign-in solutions and do not have the robust retargeting capabilities that MediaShift can offer.”
MediaShift collected and analyzed data from its Premier Airport Network during the Q1 2013 period, finding that 53 percent of travelers use PCs and 47 percent use mobile devices to surf at airports. For mobile devices, it was an even split between tablets and smartphones. MediaShift also found that the average traveler browsing session in airports is 57 minutes.
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