WiFi provider Boingo Wireless has introduced a new advertising option aimed at helping marketers drive app downloads. The new ad offering allows mobile users to download a featured app in return for a period of free WiFi access, with campaigns priced on a cost-per-install (CPI) basis.
When logging in to the Boingo service, a user will see a screen offering a minimum of 30 minutes of free WiFi access for downloading an app from the iTunes App Store or Google Play. The company otherwise typically charges $4.95 for an hour of access and $7.95 for “unlimited” access per month.
Boingo says hundreds of thousands of installs have been delivered to date, with up to 20% of users at some locations choosing sponsored access through app downloads. The ad program is running initially in major airports and other high-traffic areas in various cities, such as New York, Chicago, London, San Francisco and Miami.
Early “app” advertisers include travel site Hipmunk, Amazon, British Airways, and Hotels.com. Advertised apps must have a four-star or higher rating in the App Store or Google Play and a 15-MB file size limit to be eligible for the Boingo program. The company says it uses proprietary technology to verify downloads.