UK based Wi-Fi network operator, Spectrum Interactive says that it has signed a location based advertising deal with Selective Media to promote local retail stores in the London area.

The service will grant free Wi-Fi access to users in exchange for simply selecting a free promotional offer from one of the service's brand and advertising partners.

The new service will initially be made available across Spectrum's "FREE Street WiFi" network, spanning some of London's busiest locations and which currently attracts around 25,000 unique users per month (from 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).

"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. Spectrum Interactive has been a market leader in monetising public internet access for 11 years, and this new media model is set to create an innovative way for brands to engage and reach their target markets." commented Daniel Gray, Commercial Director at Spectrum Interactive.