In-flight

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

is advertising that targets potential

consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. ...

s 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 A flight attendant, also known as steward/stewardess or air host/air hostess, is a member of the aircrew aboard commercial flights, many business jets and some government aircraft. Collectively called cabin crew, flight attendants are prima ...

. Ads can be tailored to the traveler's destination, or several of the

airlines An airline is a company that provides air transport services for traveling passengers and freight. Airlines use aircraft to supply these services and may form partnerships or alliances with other airlines for codeshare agreements, in whic ...

destinations, promoting local restaurants, hotels, businesses and shopping.

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. In 2017

Virgin America Virgin America Inc. was a low-cost U.S. airline that operated from 2007 until 2018, when it was acquired by Alaska Airlines. The airline primarily focused on operating low-fare service between cities on the West Coast and other major metropol ...

aired the first-ever cannabis related advertisement across its video display network during inflight entertainment breaks.

Statistics

According to surveys by QMedia: * 85% of long-distance travellers recalled some type of inflight advertising or promotional material. The figures were higher for business class and high frequency passengers. * 86% of customers are flying in a positive mood, and are hence more likely to be receptive to advertising messages. * On flights of over an hour, 9 out of 10 airline passengers used their tray for 15 minutes or more. In short flights of an hour or less, the figure stood at 82% * 92% of airline passengers were still able to recall advertising messages a few hours after arrival.

Boarding passes advertising

Boarding pass 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 (also known as the airside portion of the airport) and to board the air ...

advertising relies on the use of

targeted advertising Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focu ...

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. The ads are used by airlines to increase revenue and for advertisers to target travelers down to their departure city and destination.

Sojern 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 ...

was one of the first companies to partner with such airlines as

Delta Air Lines Delta Air Lines, Inc., typically referred to as Delta, is one of the major airlines of the United States and a legacy carrier. One of the world's oldest airlines in operation, Delta is headquartered in Atlanta, Georgia. The airline, along w ...

to offer boarding pass advertising technology.

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." A 2005 article in the ''

Washington Post ''The Washington Post'' (also known as the ''Post'' and, informally, ''WaPo'') is an American daily newspaper published in Washington, D.C. It is the most widely circulated newspaper within the Washington metropolitan area and has a large na ...

'' called passengers "captive customers," accusing airlines of being "aggressive pitchmen for a range of products to passengers at 30,000 feet." Moreover,

used on boarding passes has been cited as a breach of privacy.

References

{{Reflist In-flight passenger facilities