JiWire to Launch New Targeting Solution for On-the-Go Audiences Using Nielsen Claritas Data

SAN FRANCISCO, CA--(Marketwire - July 22, 2009) - JiWire, the leading mobile audience media company that reaches 20 million unique users per month through its public Wi-Fi advertising platform, announced a new relationship with Nielsen Claritas, the target marketing solutions division of The Nielsen Company. The relationship forms the basis of a new audience-targeting service that integrates Nielsen Claritas behavioral, demographic and lifestyle segmentation data with information about JiWire's 25,000 Wi-Fi hot spot locations. Already, 20 brandname advertisers have begun using the combined data to create new and unique Wi-Fi audience segments with increasingly mobile lifestyles, such as business travelers, affluent consumers, trendsetting millennials and college students.

"JiWire's innovative use of Nielsen data applies our knowledge of consumer behaviors with their Wi-Fi audience data," said Matt O'Grady, president of Nielsen Claritas. "The result is a range of rich targeting opportunities for advertisers, not only to reach a desirable audience, but to reach an audience that represents the best customers and prospects for their brand."

The new audience and location targeting solution allows marketers to granularly segment the 43 million people on laptops and wireless devices in cafés, hotels, airports, and other hot spot locations to best reach their target audience. Drawing on six years of marketing over a Wi-Fi channel, JiWire is leveraging its own proprietary intelligence on the increasingly connected on-the-go mobile audience, including basic demographics, Wi-Fi usage patterns, and primary activity while connected. By combining this information with Nielsen Claritas data on neighborhood, lifestyle, employment, behavior, education, household income, spending habits and age, the result is a segmentation capability that links on-the-go audiences to specific locations and venue types, giving advertisers a better understanding of their location-based audiences.

"This partnership should bring more definition to JiWire's unique brand of audience segmentation," said Michael Boland, senior analyst and program director for BIA's The Kelsey Group. "As an analyst, I'm eager to see some of the resulting data. More importantly, this should help JiWire and its advertisers better target mobile and out-of-home audiences."

JiWire on Par with The Wall Street Journal

By incorporating Nielsen Claritas data, advertisers can easily compare JiWire's audience with that of other media outlets. For example, the business traveler audience segment draws from traditional PRIZM clusters such as Young Digerati, Movers and Shakers, and Blue Blood estates. This new segment is largely ages 35 to 44, has a high income of over $200,000, is in a management role, makes travel plans on the Internet, and spends over $1,000 monthly on their personal credit cards. The new solution allows this audience to be targeted at a specific location on both a national and local level. This puts JiWire on par with The Wall Street Journal or CNN in reaching business decisionmakers, and enables advertisers to make side-by-side comparisons when developing marketing plans.

"This unique partnership allows advertisers to buy an audience by demographic and location in an interactive and credible environment," said Kevin McKenzie, founder and chief executive officer of JiWire. "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."

About JiWire

JiWire is the leading mobile audience media company, delivering advertising across premier locations and devices. JiWire's breakthrough advertising medium enables marketers to reach an influential mobile demographic at the point-of-connection. JiWire's portfolio of blue-chip advertisers, combined with its market-proven delivery platform and registry of hotspot locations, enables wireless broadband networks and device manufacturers to leverage advertising as a currency for wireless Internet access. For more information, please visit www.jiwire.com or call (415) 877-4711.

Contact Information: Contact: Adrian Richardson Edelman for JiWire +1 650-762-2949 (office) arichardson@ar-edelman.com