Commentary

JiWire Gets Nielsen Data

Another digital out-of-home video network is augmenting its audience targeting capability with data from a "name-brand" researcher: on Wednesday JiWire, which delivers Web video advertising to Internet users on the go through public Wi-Fi systems, announced a deal giving it access to a wealth of local market data by Nielsen Claritas. The Nielsen data is incorporated into JiWire's new audience-targeting service, allowing advertisers to pinpoint specific behavioral, demographic, and lifestyle market segments through JiWire's approximately 25,000 Wi-Fi hot spots, executing precisely targeted campaigns at the national or local level.

Like other digital out-of-home video networks, JiWire's Wi-Fi hot spots allow advertisers to reach consumers on the go with ads that combine contextual relevance (e.g., offering special promotional discounts to a retail chain with locations nearby) with the measurability of Internet media. To make ad targeting even more precise, JiWire is integrating Nielsen Claritas data -- covering neighborhood, lifestyle, employment, behavior, education, household income, spending habits, and age -- with its own proprietary research covering demographics, Wi-Fi usage patterns, and online activities.

Touting the desirable attributes of its various audience segments -- including business travelers and twenty-something college students and "millenials" -- JiWire says that 20 advertisers are already using the data to craft place-based Web video ad campaigns targeting these.

Kevin McKenzie, the founder and chief executive officer of JiWire, remarked: "The new service enables advertisers to customize their campaigns, messages, and even creative to reach a highly targeted, receptive audience on a location-by-location basis, which is critical as marketers seek even greater performance from marketing spend."

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