Boingo Introduces New Ad Option To Drive App Downloads

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 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.

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