Boingo Wireless, Inc. (NASDAQ: WIFI), the Wi-Fi industry’s leading provider of software and services worldwide, today announced that it has acquired Cloud Nine Media, which provides Wi-Fi sponsorship and location-based advertising at more than 6,000 airports, hotels, bars and restaurants, and recreational areas in the U.S. and Canada.
The acquisition includes key technology platforms for delivering 100% share-of-voice sponsored access that can be used across Boingo’s global portfolio of managed Wi-Fi hotspots, including airports, shopping malls, restaurants, stadiums, transportation hubs and metropolitan hotzones that reach more than 1.5 billion people each year. San Francisco-based Cloud Nine Media also brings a team of skilled technologists and ad sales executives to the table, as well as relationships with key venues and advertisers.
“As we’ve expanded our Wi-Fi services into new venue categories, the demand for sponsored access and location based advertising services has grown in parallel,” said David Hagan, president and chief executive officer of Boingo Wireless. “Cloud Nine Media brings a formidable portfolio of tools and talent that will help us take our execution to the next level.”
"Our goal has always been to push beyond traditional advertising to allow advertisers and consumers to connect in more meaningful ways," said Cloud Nine Media CEO Sebastian Tonkin. "Boingo’s growing footprint of flagship locations provides the added breadth and depth we need to move that vision forward at a global scale. We’re thrilled to be joining the leading company in the Wi-Fi space."
With the explosion of Wi-Fi-enabled smartphones, tablets and gaming devices, the demand for public Wi-Fi has expanded beyond the traditional travel ribbon of airports and hotels. That expansion into heavily consumer-focused arenas has opened up new markets for Wi-Fi operators like Boingo, as well as advertisers wanting to reach key demographics in new places.
The Wi-Fi sponsorship model allows advertisers to sponsor free access in exchange for guaranteed engagement with special offers, video placements, rich media and more. Campaigns can be targeted by venue type, audience segment or location, creating unique experiences that are relevant and memorable for consumers. Revenue that’s generated can be put towards expanding and improving Wi-Fi coverage, creating a win-win for everyone.