In-flight advertising

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In-flight advertising is advertising that targets potential consumers aboard an airplane. It includes commercials during in-flight entertainment programming, advertisements in in-flight magazines or on Boarding Passes, ads on seatback tray tables and overhead storage bins, and sales pitches by flight attendants. [1] Ads can be tailored to the traveler's destination, or several of the airlines destinations, promoting local restaurants, hotels, businesses and shopping.

Contents

Evolution

Inflight advertising began in onboard magazines as a way to increase ancillary revenue for airlines and pay for inflight content. Today, inflight advertising is set to increase as airlines are investing heavily in content and connectivity and utilizing media sales to offset costs. [2]

In 2017 Virgin America aired the first-ever cannabis related advertisement across its video display network during inflight entertainment breaks. [3]

Statistics

According to surveys by QMedia: [4]

Boarding passes advertising

Boarding pass advertising relies on the use of targeted advertising technologies. When the passenger checks on-line he has the possibility to click on the various ads and suggestions suggested on the boarding pass. When travelers print their boarding passes, the ads will automatically be printed, too. Fliers can, however, click a box to prevent the ads from being printed if the company is so compassionate as to allow it. [5]

The ads are used by airlines to increase revenue and for advertisers to target travelers down to their departure city and destination. [6] [7] [8] [9] Sojern was one of the first companies to partner with such airlines as Delta Air Lines to offer boarding pass advertising technology. [10] [11]

Criticism

In-flight advertising has come under fire for being too intrusive, as it has expanded "to offset rising fuel costs and other operating expenses." [1] A 2005 article in the Washington Post called passengers "captive customers," accusing airlines of being "aggressive pitchmen for a range of products to passengers at 30,000 feet." [12] Moreover, targeted advertising used on boarding passes has been cited as a breach of privacy. [8]

Related Research Articles

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<span class="mw-page-title-main">Boarding pass</span> Document provided to an air-travel passenger functioning as a ticket.

A boarding pass or boarding card is a document provided by an airline during airport check-in, giving a passenger permission to enter the restricted area of an airport and to board the airplane for a particular flight. At a minimum, it identifies the passenger, the flight number, the date, and scheduled time for departure. A boarding pass may also indicate details of the perks a passenger is entitled to and is thus presented at the entrance of such facilities to show eligibility.

<span class="mw-page-title-main">Airline meal</span> Meals served to airliner passengers

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<span class="mw-page-title-main">In-flight entertainment</span> Entertainment available to aircraft passengers during a flight

In-flight entertainment (IFE) refers to the entertainment available to aircraft passengers during a flight. In 1936, the airship Hindenburg offered passengers a piano, lounge, dining room, smoking room, and bar during the 2+1⁄2-day flight between Europe and America. After World War II, IFE was delivered in the form of food and drink services, along with an occasional projector movie during lengthy flights. In 1985 the first personal audio player was offered to passengers, along with noise cancelling headphones in 1989. During the 1990s, the demand for better IFE was a major factor in the design of aircraft cabins. Before then, the most a passenger could expect was a movie projected on a screen at the front of a cabin, which could be heard via a headphone socket at their seat. Now, in most aircraft, private IFE TV screens are offered.

<span class="mw-page-title-main">Skybus Airlines</span> Defunct airline

Skybus Airlines Inc. was a privately held airline based in Columbus, Ohio, United States. It operated as an ultra low-cost carrier modeled after the European airline Ryanair, and aimed to be the least expensive airline in the United States. The business model was heavily reliant on flying routes where other airlines did not have direct flights, as Ryanair did in Europe, thus keeping competition to a minimum, and on flying into secondary airports, rather than heavily trafficked ones.

<span class="mw-page-title-main">Airport check-in</span>

Airport check-in is the process whereby an airline approves airplane passengers to board an airplane for a flight. Airlines typically use service counters found at airports for this process, and the check-in is normally handled by an airline itself or a handling agent working on behalf of an airline. Passengers usually hand over any baggage that they do not wish or are not allowed to carry in the aircraft's cabin and receive a boarding pass before they can proceed to board their aircraft.

<span class="mw-page-title-main">Airline ticket</span> Entrance ticket used for air travel

An airline ticket is a document or electronic record, issued by an airline or a travel agency, that confirms that an individual is entitled to a seat on a flight on an aircraft. The airline ticket may be one of two types: a paper ticket, which comprises coupons or vouchers; and an electronic ticket.

<span class="mw-page-title-main">Inflight magazine</span>

An inflight magazine is a free magazine distributed via the seats of an airplane, by an airline company, or in an airport lounge.

Sojern provides a digital marketing platform for the travel industry that utilizes programmatic buying and machine learning technology. Sojern partners with travel companies including airlines, OTAs, hotels, and rental car companies to collect anonymized traveler data based on consumers' online travel search and booking behavior.

<span class="mw-page-title-main">Basic economy class</span> Type of airfare offered by airlines

Basic economy class is a travel class offered by a number of airlines. The class has superseded economy class as the cheapest airfare option for passengers and generally comes with more restrictions when compared to standard economy fares. Restrictions vary between different airlines, but they generally include not allowing passengers to change or cancel tickets or select seats for free. They are seen as a strategy for market segmentation.

References

  1. 1 2 Higgins, Michelle (July 6, 2008). "A Plane? More Like a Flying Magazine". New York Times . Retrieved 2008-07-29.
  2. ↑ "Airlines Will Increase In-Flight Ad Volume". 16 July 2008.
  3. ↑ "Have You Seen the First In-Flight Cannabis Commercial?".
  4. ↑ "Inflight advertising | Marketing for airlines". Archived from the original on 2012-03-05. Retrieved 2012-03-08.
  5. ↑ Prior, Anna (2008-07-15). "Delta Launches Online Boarding-Pass Ads". The Wall Street Journal.
  6. ↑ Gilbertson, Dawn (2010-03-29). "US Airways puts ads on boarding passes". USA Today.
  7. ↑ Sweney, Mark (2009-08-14). "British Airways to run ads on boarding passes". The Guardian. London.
  8. 1 2 "Ads on Boarding Passes: Awesome or Annoying?". Archived from the original on 2012-04-27. Retrieved 2015-02-10.
  9. ↑ "Your Boarding Pass For an Advert - BusinessWeek". www.businessweek.com. Archived from the original on 2008-09-20.
  10. ↑ Prior, Anna (15 July 2008). "Delta Launches Online Boarding-Pass Ads". Wall Street Journal. Retrieved 15 April 2014.
  11. ↑ Yu, Roger. "Airlines turn boarding passes into ad space". USA Today. Retrieved 15 April 2014.
  12. ↑ Alexander, Keith L. (June 7, 2005). "Cash-Strapped Airlines Try In-Flight Advertising". Washington Post . Retrieved 2008-07-29.
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