JiWire Ads to Offer Free Wi-Fi in Airports and Hotels for Bing Customers
November 9, 2009 1:27 PM | Microsoft | Services | Comments (0)
 Initial results show the Bing Wi-Fi media campaign is significantly increasing consumer attention with an average engagement rate of almost 30% across the Ads for Access program, with some locations performing as high as 45 percent. In addition, consumers are returning to Bing to perform multiple searches during their same session. |
Ads for Access is an opt-in program that allows advertisers to create a value exchange for the user, which drives deeper audience engagement. The Bing campaign was developed by UM, formally known as Universal McCann, in collaboration with JiWire. The goal of the campaign is to bring the Bing search experience to new users. Bing customized JiWire’s Ads for Access platform to create a “search for access” program offering a session of free Wi-Fi access in exchange for a search on Bing. Users are presented with their search results, and they can then enjoy free Internet service for a specified time period. The simplicity of the campaign is successful in driving a high volume of trial users.
The campaign, which started in Q3 of this year is based on the premise that once people experience Bing first-hand they will come back and use the engine again. Bing’s steady growth demonstrates this is the case – Nielsen Company’s search statistics show that Bing’s share of searches increased to 10.7 percent in August. McCann and Microsoft were excited both about the campaign’s results and future opportunities to connect with JiWire’s audience through the unique Ads for Access opportunity. The program has been extended to run through Q4 2009.
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