Wifi Revolution

Mobile audience media company, JiWire, has reportedly signed an agreement with Nielsen Claritas, the target marketing solutions division of The Nielsen Co. to launch a new audience-targeting service that combines Nielsen Claritas behavioral, demographic and lifestyle segmentation data with information about JiWire's (News - Alert) 25,000 Wi-Fi hot spot locations.

 

JiWire serves nearly 15 million unique users per month at its 25,000 high-traffic, premium Wi-Fi hotspots. The new audience-targeting solution is said to allow marketers to granularly segment the 43 million people on laptops and wireless devices in cafés, hotels, airports, and other hot spot locations to best reach its target audience.

 

"JiWire's innovative use of Nielsen data applies our knowledge of consumer behaviors with their Wi-Fi audience data," said Matt O'Grady, president of Nielsen Claritas, in a statement. "The result is a range of rich targeting opportunities for advertisers, not only to reach a desirable audience, but to reach an audience that represents the best customers and prospects for their brand."

 

The company will leverage its own proprietary intelligence, including basic demographics, Wi-Fi usage patterns, and primary activity with Nielsen Claritas data on neighborhood, lifestyle, employment, behavior, education, household income, spending habits and age. The new solution allows a segment of audience to be targeted at a specific location on both a national and local level. The idea of creating such a facility has positioned JiWire on par with The Wall Street Journal or CNN in reaching business decision makers, and enables advertisers to choose their right audience.

 

"This unique partnership allows advertisers to buy an audience by demographic and location in an interactive and credible environment," said Kevin McKenzie, founder and CEO of JiWire, in a statement.

 

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