Video advertising available on overhead as well as seatback screens. These videos can run anywhere from :30 to :90 seconds, and they are presented to an audience who is almost certain to be engaged.
These are premium in-flight advertising spots which are played during take-off when passengers must have electronic devices switched off. A :30 video played during this time has a fully captive audience and the ability to inform everyone on board about your brand.
Videos shown on seatback screens which run anywhere from five to ten minutes in length. This kind of in-flight advertising can be effective when trying to deliver a complex brand or product message to an interested audience.
Many passengers will reach for something to read while trying to pass the time during a flight – and in-flight magazines are often the material of choice. According to Arbitron, 80% of flyers reach for the in-flight magazines while on a journey, making this one of the most-effective forms of print advertising available.
Rather than advertising to the inside of the plane, why not place your message on the outside? Wraps can be purchased on a per-plane or per-fleet basis, and you can even hold a large media event to unveil the plane once it has been wrapped.
The biggest physical space on the inside of a plane that is available for advertising is the overhead bin area. If you use this space for your in-flight advertising, your brand will be one of the first things passengers notice when they step onboard.
While passengers are attempting to pass time on their flight, your product could be presented directly to them as an interactive form of in-flight advertising.
The back of the seat is the perfect place for an advertising message, as it is directly in the line of sight of the passenger in the row behind. Design a powerful promotional insert that can be used throughout the plane.
Each time a passenger brings their table tray down in front of them, they will view your message if you opt to utilize this form of in-flight advertising.
Your brand can sponsor WiFi during flights, meaning that you can offer free WiFi to passengers in exchange for some customer information, or in exchange for their time spent watching a short video.
Nothing keeps restless travelers occupied like inflight WiFi and it’s becoming more and more common for airlines to offer internet access on planes. It might seem like magic to have WiFi access while at 35,000 feet, but it’s actually pretty simple and great news for brands that need to get their products and services in front of a captive audience.
Airlines use two operating systems to provide inflight internet access and inflight WiFi advertising opportunities. Air-to-ground WiFi simply connects the airplane with the nearest cell tower. As the plane moves across the continents, the signal moves, too. It’s very similar to using Wifi while in the car, in that the nearest transmitter is constantly changing.
With the ground based method, an antenna on the belly of the plane picks up the signal and creates a hotspot within the aircraft itself. This method is only useful when flying over land, though, since there are no transmitters in the middle of the ocean. For these longer, over-water routes, another options is needed.
With all these methods, passengers have full access to internet, but it’s important to note that narrow band options will limit streaming videos and that can affect the use of inflight advertising on movies and videos.The Future of Inflight WiFi Advertising
While not all flights offer internet access, it is certainly something that is becoming more and more common. In some cases, it’s necessary to book specifically with WiFi specified. Some passengers are willing to pay for better access and as new technology is developed, inflight WiFi is becoming more and more reliable. As coverage expands, so do the opportunities for inflight WiFi advertising.
Advertising directed at those using internet access on board their flight can be particularly effective, since it’s a very specific audience. Inflight advertising via WiFi networks can only continue to grow as more and more airlines offer inflight internet access.
Each year, airlines compete against each other for the best customer satisfaction rating and a part of that rating includes inflight advertising. Southwest Airlines beat out JetBlue this year, in a tough competition and both airlines (along with others competing) continue to steadily improve customer service and satisfaction.
What counts toward customer satisfaction? There are seven factors that are considered in the J.D. Power’s annual study. These include:
1. Costs/fees: Fewer extra fees mean higher points for the airline. Southwest is currently leading in this area in the low-cost airline category.
2. In-flight services: While this includes all in-flight services, onboard WiFi is a big part of customer satisfaction and is where inflight advertising can really make its mark, as customers browse the internet on their mobile devices throughout the flight.
3. Aircraft: The planes being used have an impact, as well. Some, such as Southwest, don’t even include seat back televisions because they offer inflight WiFi.
4. Boarding/Deplaning and luggage: If a bag is mishandled or goes missing, the airline gets docked points, as they do with issues when boarding or coming off the plane.
5. Flight crew: Unfriendly airline staff on the plane can drastically reduce customer satisfaction.
6. Check-in: Expedited check-ins allow customers to travel easily and without stress, so it’s a big part of the satisfaction survey.
7. Reservations: Finally, the ease of getting a reservation is counted as part of the survey, to see how simple it is for passengers to make and change a reservation with the airline.
When the study is done, each airline is assigned points out of 1,000. In 2017, Southwest Airlines earned 807, while JetBlue had 803, both of which are excellent scores in the low-cost air carrier category.
In the traditional airline category, Alaska Air has been top of the line for the past decade. This year, the airline received 765 points, an increase from last year. As airlines are constantly pushing to become better and to improve the customer experience, the better the services being offered. More and more airlines are offering inflight WiFi and mobile options, which provides airline advertisers with even more opportunities to add a short video ad, or a web portal in their inflight advertising campaign.
For advertisers looking to improve their ROI, inflight advertising is an excellent choice. The viewer is essentially a captive audience, sitting in the plane with literally nothing else to do. This is particularly true when there are no seat back televisions, but even with this technology, advertising can be placed in multiple locations within the aircraft, increasing overall views.