JiWire, a company that operates a local-based WiFi advertising network, has added new targeting capabilities through a licensing agreement with Nielsen Claritas, a geographical lifestyle segmentation system. The deal, announced Wednesday (July 22) allows JiWire to offer advertisers more precise targeting for advertisers’ point-of-connection campaigns across more than 25,000 WiFi hot spots in cafes, airports and hotels.
More than 20 advertisers have used the new targeting capabilities, which combine location information with audience lifestyle profiles to more reach WiFi users, for example, business travelers or college students.
“It gives advertisers greater granularity. We know locations have unique attributes, now we can blend that with audience type,” said David Staas, senior vp of marketing for JiWire.