How are you measuring impressions?
If you’re trying to enter a Wi-Fi network that we work with, you have to watch the video or download the app in order to access the Wi-Fi network, so we know exactly the number of plays and downloads that have occurred. For the video interstitial, we know how many times that was deployed and then of course we know the completion rate of the videos.
What kind of data are you collecting about travelers?
It’s the typical data that you would track. We use the IAB’s best practices as it relates to data, but it’s really to enable us to better target and better segment our audiences to drive higher conversion rates for advertisers.
So is this behavioral data?
Yes, exactly. Because of our network on the publishing side, as well as the Wi-Fi side, we have a great understanding of intentions. We know where you intend to go or where you are going because of your research and the booking of your trip. And so we’re able to target and re-target that user as they’re on a research site, booking site, at the airport and hotels that we work with, which really drives the conversion rates for advertisers within our networks.
What about CRM data like email addresses and phone numbers?
No, none of that.
Where does the programmatic component fit in this?
It’s programmatic in the sense that we have our own ad serving platform in the back-end that drives all this but we’re certainly not a programmatic ad exchange.
How many advertisers are you working with?
Today we work with over 250 different advertisers within our total network and quite a few have already expressed interest in the Airport Network.
Are you also aware of which devices people are using to log on to the Wi-Fi?
Yes. Today, within the airport network, based on the testing that we’ve been doing, about 53% use a laptop and 47% use mobile. And that mobile number is split pretty evenly between tablets and smartphones. Tablets are starting to surge though because people are starting to carry their tablets with them when they travel rather than a laptop. They’re using tablets as their primary device when they’re surfing the internet or checking email. It’s our expectation that mobile devices are going to continue to outpace PCs in the near future and tablets are definitely replacing PCs in the travel space.
How closely are you observing privacy concerns in regards to serving targeted ads through Wi-Fi networks?
We’re very sensitive to that. That’s why we’re following the IAB’s best practices and we’re not collecting any personally identifiable information. Figuring out where the consumer is has been a challenge for marketers as mobile devices get more prevalent. But within our network, we definitely know where you are. We know which airport you’re at, and in many cases we know the terminal where you’re at and we may even know which gate you’re at, which allows for pretty detailed targeting without knowing much else about that consumer.