Free-Fi is ‘sponsored data’ and offers free and unlimited Wi-Fi access to end users without any of the disadvantages of current paid-for or limited data Wi-Fi models. When in a supported Free-Fi location, consumers select Free-Fi Wi-Fi on any internet enabled device and opt into the terms and conditions. Mobile and desktop advertising is delivered directly to the consumer via their device based on the amount of data or time they have consumed. Users will automatically reconnect the next time they are within the area.

“This is game changing for both the digital ad industry and consumers alike,” says Wayne Bischoff, managing director at Habari Media. “Who won’t use free Wi-Fi? There is no data charge to the consumer, no login-ins, no data limits and no forms to complete. People simply need to agree to being served adverts every so often.”

The business model is similar to the traditional free-to-air TV and radio advertising system. Advertisers pay for subscriber’s traffic. It’s the same as watching a movie on free-to-air channels. Every so often (a set amount of time) adverts are served to the viewers in ad breaks. The concept is exactly the same. Every few megabytes of data or during certain time intervals a full page rich media advert will be displayed to the user. The user then has the option to click on the ad or continue surfing.

According to a recent survey conducted internationally, 83% of interviewed people thought that the ‘Browsing Advert’ is an adequate ad format to gain free unlimited data. Ask any digital strategist or planner what a good Click Through Rate (CTR) is and numbers between 0.25% and 0.5% will be considered a good campaign. The CTR for South African Free-Fi sites averages between 8 and 10%.

Unique advertising solutions instantly become available to locations hosting Free-Fi and advertisers. Businesses have the opportunity to promote themselves as free internet access providers while advertisers have access to a segmentable demographic that want to see the adverts. Like SMS and MMS, Free-Fi advertising is personal and engagement is based on a one-on-one experience as it is served to the consumer’s personal device.

Adverts can be geographically targeted and promotions can be tailored to the user. For example, a shop in a mall can choose to only target consumers within that shopping mall’s specific Free-Fi catchment area. This reduces advertising wastage and becomes very cost efficient as the ads are targeted and relevant to the user which increases engagement.

“As a digital sales house, Free-Fi adds a completely new dimension to the advertising platform for us and the opportunities are endless,” says Bischoff. “The adverts are very noticeable and are perceived by the target market as non-intrusive. People are more likely to engage with the adverts as they are relevant. Advertisers will find an extremely cost effective manner of communication, while Free-Fi hosts will benefit financially and through dedicated homepages.”

For more information regarding Free-Fi, phone Marius Greeff at Habari Media on +27 10 492 8383 or email [email protected].