Boingo Incorporates Destination Targeting in Wi-Fi Ad Network
Boingo Wireless, the leading distributed antenna system (DAS), small cells, and Wi-Fi provider that serves carriers, consumers, property owners, and advertisers worldwide, has launched Destination Targeting.
The new feature, offered through the Boingo Media advertising platform, allows brands to reach captive audiences at airports with campaigns that are customized based on travelers’ flight destinations throughout the U.S. and internationally. The first-of-its-kind targeting option combines proprietary mapping technology with flight tracker API tools to provide brands with an audience segmentation option that delivers personalized ads for greater campaign impact.
Dockers® is using Boingo Media’s Destination Targeting feature to promote its Smart 360 Flex™ khakis.
Cirque du Soleil and the Dockers® brand, a Levi Strauss & Co. brand, recently launched inaugural Destination Targeting campaigns as part of their Boingo Media Wi-Fi sponsorships at major airports in the U.S. Las Vegas-bound travelers are targeted with ads for Cirque du Soleil’s Blue Man Group to boost ticket sales. Dockers® is using the feature to promote its Smart 360 FlexTM khakis that offer 4-way stretch for innovative comfort and durability.
‘We’re always looking for effective ways to connect with the consumer who’s on the go, always ready,’ said Lauren Johnson, Senior Director of Dockers® Global Marketing. ‘Whether for personal or business, Boingo helps us communicate the comfort and versatility of Dockers®, which any modern traveler needs.’
Chelsea Hancock, Marketing & PR Manager for Blue Man Group, added, ‘No trip to Vegas is complete without seeing the iconic Blue Man Group. Our Boingo Media campaign focuses on reaching new audiences and inviting them to our outrageous multi-sensory experience full of music, technology, and color.’
In addition to Blue Man Group and Dockers®, leading brands like HBO, Nissan, Bank of America, Verizon, L’Oréal, American Airlines, Netflix, Samsung, and Amazon have leveraged Boingo Media’s ad network to reach globe-trotting business and leisure travelers. Brands sponsor Wi-Fi sessions through the digital video ad platform to interact with their target audiences the minute they open their device to connect to public Wi-Fi. Boingo Media complements brands’ digital and out-of-home strategies at airports and other large venues with a 100 percent share of voice and guaranteed engagement.
‘Reach families as they wait for their flight to Disney World. Engage with U.S. travelers headed to London. Target business executives en route to a conference. With Destination Targeting, it’s all possible,’ said Dawn Callahan, chief marketing officer, of Boingo. ‘We designed this new feature to give brands a micro-targeting option that takes their campaigns further while packing in all the benefits Boingo Media offers, like 100 percent viewability, 100 percent brand safety and increased purchase intent.’
Destination targeting can be implemented for brands at major airports throughout the U.S. and globally, including LAX, JFK, ORD, BNA, AUS, HNL, and GRU among many others. Brands can target travelers with flights headed to any airport destination in the world.
