Seatback Video on Demand: How In-Flight Advertising Works for Tourism Boards

Travelers on a long flight—say, United Airlines from New York to London or Emirates from Dubai to Sydney—often turn to the seatback screen for something to watch. Beyond movies and games, there’s an on-demand video menu where tourism boards can fit in. Seat video on demand (SVOD) advertising—interactive video content passengers choose to view—slides into this moment naturally. It’s a way to reach people mid-flight, when they’re already in a travel frame of mind.

At EAM, we’ve worked with in-flight and airport advertising for 21 years across over 100 airlines, including carriers like American Airlines and Cathay Pacific. SVOD is a practical option for tourism boards—not the flashiest, but one that connects with an audience when they’ve got time to think. If you’re a marketer sorting through tactics, or someone searching for in-flight advertising details, here’s how SVOD lines up, what it offers, and what to weigh before jumping in.

The In-Flight Opportunity for Tourism Boards

Your goal is to get travelers picturing your destination—its mountains, markets, or museums. Passengers on airlines like JetBlue or Air France, whether on short domestic legs or transatlantic routes, are already tuned into travel. A 2023 Airlines for America report shows 70% of flyers engage with seatback content during flights, which can range from 3 hours on American Airlines’ coast-to-coast runs to 12 on British Airways’ long-hauls. SVOD puts your video in that mix, letting them choose it when they’re ready.

Who’s on board? Globally, 4.5 billion passengers flew in 2023 (IATA), with frequent flyers often earning over $100K—your crowd for cultural trips or high-end stays. Another 40% are business travelers, who might extend a work trip into leisure, whether on United Airlines to Chicago or Emirates to Singapore. SVOD reaches them when they’re settled, not juggling bags or scrolling phones.

Other channels don’t hit the same way. Social media’s gone in a blink. Airport signs get a quick look, not focus. SVOD offers a quieter spot—Nielsen’s 2022 data shows in-flight ad recall at 70–80%, double outdoor rates. For tourism boards, it’s about catching travelers in motion, from Paris on Air France to Hong Kong on Cathay Pacific.

What SVOD Brings to the Table

SVOD isn’t just a looped ad—it’s content passengers pick, changing how it lands. Here’s what that looks like:

- Opt-In Engagement: On JetBlue or United Airlines, travelers browse SVOD menus like a streaming service. Your 30-second clip—say, Iceland’s geysers or Thailand’s beaches—grabs their interest. Add a QR code or link, and they can dig deeper via in-flight Wi-Fi, now on 70% of flights (Gogo data).

- Route Relevance: Right now, route targeting’s limited—Southwest Airlines is the only one offering it. For others like British Airways or Emirates, it’s broader placement, though you can still pick flights likely to carry your audience.

- Longer Exposure: A 6-hour American Airlines flight or a 14-hour Cathay Pacific haul gives your video time to sit there, not just pass by.

- Future Potential: By 2025, SVOD might tap passenger data—seat class or route could shape ads, like luxury promos for first-class or budget ideas for economy. It’s not widespread yet, but the tech’s heading that way.

Why It Matches Your Goals

Tourism boards aren’t about instant sales—they’re about building a story. SVOD fits that:

- Visual Impact: Video’s your strength—83% of travelers say visuals shape plans (Skift). SVOD’s HD, sound-on setup on Emirates or United Airlines lets you show what’s real.

- Awareness Focus: You want interest, not bookings on the spot. A clip linking to your site plants a thought, no rush.

- Global Reach: With billions flying—on British Airways across Europe or Cathay Pacific in Asia—SVOD hits international travelers where they’re headed.

TV casts a wide net but scatters. Airport signs lack depth. SVOD’s reach—say, a JetBlue flight from Boston to LA—is smaller but sharper.

How to Approach SVOD: A Marketer’s Guide

Thinking about SVOD? Here’s what to know, based on our experience:

- Make It Visual, Fast: 15–30 seconds—show a coastline or festival, keep text clear on screens like American Airlines’ setups. Start with a fact: “70% of visitors hike this trail.”

- Give a Next Step: A QR code or URL (e.g., “visitnorway.com”) ties it to your site. Wi-Fi on United Airlines or Emirates makes it simple.

- Pick Your Moment: Q4 holiday flights on British Airways or Q1 business runs on Air France match your rhythm—winter for ski towns, summer for coasts.

- Start Small: Test a Southwest route with targeting, or a broader run on Cathay Pacific—check what works, then scale.

Avoid tiny fonts (lost on JetBlue’s screens), no next step (missed shot), or red-eyes (passengers doze). We’ve seen these snags across airlines—it’s about timing and clarity.

Where EAM Fits In

For over 20 years, we've helped brands advertise on airlines like JetBlue and Emirates, ensuring their messages reach the right audience. With SVOD, we take care of the details—selecting flights, scheduling placements, and optimizing setup. Southwest allows for precise route targeting, while broader networks like American Airlines and Air France still offer strategic opportunities for industries ranging from accounting to cybersecurity. Our expertise ensures in-flight advertising is managed efficiently, keeping costs under control and eliminating guesswork.

The Practical Side: Costs and Limits

SVOD’s got edges to consider. Costs run $15K–$250K, depending on airline, flights, and duration—larger carriers like United, American, British Airways, Air France, Cathay Pacific, Emirates, or JetBlue range $70K–$250K. Budget airlines like Spirit skip screens, so you’re on premium fleets—80% of United Airlines’ planes will have new screens by 2025, per their plans. Southwest offers route targeting; others don’t yet. A million airport impressions might get 10% recall; 100K SVOD views on Emirates can hit 80%. It’s about who’s watching, not how many.

Wrapping Up

SVOD meets travelers where they’re engaged—picking your video on a British Airways flight or browsing on Air France. It’s not the widest net, but it’s precise, with billions flying yearly and screens improving on airlines like American Airlines and JetBlue. For tourism boards, it’s a way to share your story when it counts. Want to explore how it fits your plan? Reach out at www.theairport.org/contact—we’re here to break it down.