Dive summary:
- Starbucks has teamed with Boingo Wireless -- the company that partnered with Google to bring free Wi-Fi to the New York Subway last year -- to expand the ad offerings on their free Wi-Fi.
- Now when customers log on to the WiFi in a Starbucks they will see more than the standard banner ad; there will now be smaller ads in IAB boxes, video ads, and if a customer skips through a video they will end up on Starbucks Digital Network which offers articles, music, apps to download and another IAB ad.
- Brands will be able to target by location, device and day of the week/time of day on the new Starbucks network.
From the article:
"Starbucks could potentially layer in customer data, especially information accessed through users who have registered accounts and make purchases via its mobile apps, to create even more customized targeting parameters or target ads to individuals. But initially that won't be the case. Ads will also not be targeted by users’ browsing behavior, and no personal information is being collected."
