Location-based mobile advertising firm JiWire has extended its partnership with Advanced Wireless Group (AWG), the most important provider of free wi-fi in N. American airports, to provide free, ad-supported wi-fi to travellers in airports around the US. The partnership delivers a possible audience to advertisers of greater than 293m passengers.

JiWire launched its Ads for Access solution, enabling brands to sponsor wi-fi access when consumers engage with their campaign, in 2009. Calls to action include watching a video, performing a search, downloading an app, or linking to a brand’s Facebook page. Advertisers include Google Play, Microsoft, Hyatt, Comcast, and British Airways.

AWG provisions a minimum 1 Mbit/second connection in large airports. Consumers are usually connected for 45 minutes after each engagement with an advertiser, with a vast collection of connections available to them. Per the firms, the logo sponsored wi-fi access program delivers a median mobile engagement rate of over 40 per cent, a 60-fold lift in performance over standard mobile banners.

JiWire notes that consumer demand without cost, high speed, on-the-go internet connections is growing rapidly, as data-hungry smartphones and tablets continue to extend, and the collection of public hotspots expands. JiWire’s recent Mobile Insights report revealed that during the united states, free internet access via public wi-fi networks has become widely available, with over 81 per cent of all public wi-fi hotspots offering free connections in its place to paid. Recent additions to AWG’s network include San Francisco, L. a. International, Minneapolis and Baltimore-Washington airports.

“As mobile advertising evolves, solutions ought to transcend the quality ad banner to drive consumer engagement,” said JiWire president, David Staas. “By offering mobile consumers a worth exchange, brands could make mobile advertising more beneficial, which creates a win-win for both consumer and brand. Our partnership with AWG provides that groovy user experience for consumers, while creating maximum impact for brands through sponsored wi-fi on any connected mobile device.”