WiFi Advertising has been evolving with more and more advancements in the industry, there was once a time where Browser Ad Injections were one that made good revenues for companies in the WiFi Advertising space.
Ad Injection was a preferred ad type as it plays really well into the browser. It inserts the ad in the browser of a user, making them feel that it is part of the website’s ads. Some have even gone as far as use it to promote a certain venue where you see a special navigation bar of a website that the venue can customize. This was well and good when we all relied on internet browsers to go online, but time have truly changed.
It is still around today, there’s a good few who still use and sell the ad injection concept and sell it really well. But I truly believe that it has really changed, and it isn’t as effective anymore.
So why aren’t Ad Injections effective?
- App driven use of mobile – Injections only work with browsers; the question is that how many people would use an app vs opening a browser? Majority would have an app for whatever they need and wouldn’t even open a browser.
- HTTPs is required – With focus on security, Google forces the majority of websites to go secured (HTTPS) or affect their search ranking and warn users that the site is not secure. Injections don’t work in HTTPs sites, as they can’t inject towards encrypted data.
- Gray area – The technique is like hacking the website and inserting your ad into the website even though you don’t own the real estate. It’s a huge gray area with a negative implication, and which is why it doesn’t work on HTTPs.
So the yield of ads in injections have gone down a lot, with really slim chances to be seen by the WiFi users. This has become a poor way of monetizing the WiFi platform, and has simply been a thing of the past.
How should you monetize your WiFi today?
It’s about prioritizing user experience! What I mean by it is that WiFi advertising must be focused on giving a personal, targeted and relevant ads that ultimately give value to users. For example, targeting a user who loves coffee in a certain city around 20-40 years old will see an amazing coffee with a compelling offer for a new coffee shop.
What’s important is that the ad is relevant that it doesn’t feel like an ad anymore, and it’s like a sales person who knows what you want, tells the customer exactly what they expect or want.