JiWire raises $2.1M for Wi-Fi ads, reports users prefer location-based coupons

Wi-Fi hotspot advertising network JiWire has raised $2.1 million of a planned $6.3 million in debt, options, warrants and other securities. Existing investors Draper Fisher Jurvetson, Panorama Capital and Comcast Interactive Capital participated in the round, according to a filing with the SEC.

Based in San Francisco, JiWire delivers ads to users of hotspots in locations like Starbucks, Barnes & Noble, hotels and airports. Because JiWire knows the location of each hotspot, it is able to target ads toward expected users, such as business travelers in airports. This week, JiWire released a report saying coupons and discounts are the most appealing location-based ads for Wi-Fi users. JiWire also reported that 55% of public Wi-FI locations in the U.S. are now free.

JiWire last raised $11 million from the same investors in April 2009.