The commercial aviation sector is witnessing a tremendous growth in number of passengers due to increased number of travelling routes across the globe. Most of the passengers travelling thorough airlines, come from mid and high income segment who are potential customers for advertisers to market their product. Some of these passengers are frequent flyers who take multiple trips in a year and have refined taste and high income to pursue their interest. The duration of a flight depends on the distance to the destination. Therefore, a passenger tends to spend majority of journey time by entertaining via different options provided by the airline. Advertising organizations consider this as an opportunity to market their products or services by showcasing them in television, magazines and boarding passes. Advertisers are now using different ways to advertise their product in airlines. Some advertisers use stickers to paste on overhead luggage lockers, seat backs, napkins and meal card trays in order to grab attention of passengers. Advertisers are also using outdoor airplane body for showcasing the advertisements. Hence, when a passenger will look out of window, they will notice the ads on the airplane body or wings. Some airlines prefer sales pitch while doing take-off announcements and provide sample products to passengers.
The most common in-flight entertainment medium used by passengers are magazines and television. Most of the airline companies tie-up with media companies who provide in-flight entertainment and advertisements. Media companies provide television entertainment such as movies, short videos, sports and news on individual screens or on big screen. The advertisers can choose to showcase their ads based on type of screen, travel class and type of advertisement. Today’s in-flight advertisements are tailored based on airline destinations and regional language for promoting local businesses, hotels and restaurants.
For other in-flight advertising medium such as napkins, trays, backseat and outer airline body, advertisers or service providers directly approach airline companies to advertise their product. The advertisements showcased in-flight advertisements are based on mobile and telecoms, automotive, financial services, food and beverages, electronics and hospitality industry.
The demand for in-flight advertising is going to increase in coming years as marketers find it easy to target their potential customers. The number of passengers is increasing in economy class as airline companies are offering travelling at affordable cost. Thus, the number of advertisers using in-flight advertisements will increase in coming years. The major challenge for in-flight advertising is cost of publishing advertisement in different medium such as boarding pass, television, napkins and seatbacks. The price of publishing advertisement depends upon the destination route and brand of Airline Company. Many airlines are providing free internet and Wi-Fi for passengers which will prove a good opportunity for in-flight advertising in coming years. The advertisers can use targeted marketing and publish short videos and advertisements based on individual passenger browsing pattern.
Some of the key in-flight adverting media companies are Rockwell Collins Inc, MaXposure Media Group India Pvt. Ltd, Emirates Airline, Blue Mushroom Pvt Ltd, Cinderella Media Group Ltd, Agency Fish Ltd, Ryanair Ltd, Spice Jet Airline and InterAir Media.
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