Spectrum Interactive, which provides wi-fi connectivity, and location-based media company, Selective Media, have teamed up to launch an offer-based media platform that will display deals to shoppers as part of the log-in pages when they connect to public wi-fi using a mobile or Tablet device. The service will grant free access to users in exchange for selecting a free promotional offer from one of the service’s brand and advertising partners.

The companies say the new platform could form a key component of location-based marketing campaigns, giving brands and advertisers the opportunity to target shoppers who are close to one of their stores on a cost-per-lead media model. For example, a bookstore could entice shoppers into a nearby branch by offering a voucher for 10 per cent off purchases delivered via the wi-fi portal page.

Shoppers will be offered unique deals or promotions from at least four promotional partners, giving the consumer the freedom to choose the most appropriate offer, and increasing the resulting conversion rate and ROI for brands and advertisers.

The service will be available initially across Spectrum’s ‘FREE Street WiFi’ network, which covers  some of London’s busiest locations, including Oxford Street. The FREE Street WiFi network currently attracts around 25,000 unique users per month from only 28 hotspots in Westminster). Following the initial rollout in central London, plans are in place for a city-wide and national expansion, taking advantage of Spectrum’s 1,800 street payphone kiosks, of which 1,500 are within the M25).

“People have come to demand connectivity 24/7, but 3G doesn’t always live up to their expectations,” notes Spectrum Interactive commercial director, Daniel Gray. “Our street Wi-Fi network fills a void, offering broadband-style speeds in some of central London’s busiest areas. For brands and advertisers wanting to get targeted messages and relevant offers directly into the hands of consumers on the move, this service represents a superb and cost-effective opportunity.”