GET YOUR IN-FLIGHT ADVERTISING OFF THE GROUND, FAST

When you think about inflight advertising, you probably think of screens and inflight magazines. What you may not realize is what cost those magazines come at.

Every bit of weight adds to fuel costs on an airline and United Airlines has discovered that it’s possible to reduce costs by using lighter paper for inflight magazines. The difference is just one ounce per magazine, but when you consider that there is a magazine in every seat back, that adds up fast. United Airlines advertising is made available in the printed Hemisphere, providing entertainment and information to passengers on 744 airplanes.

Dropping just one ounce can mean a reduction of around 11 pounds for just one 737 flight. In total, the airline estimates a savings of 170,000 gallons of fuel every year. That amount of fuel would usually cost $290,000. That’s actually just a drop in the bucket, considering the airline recently dropped on-board sales items like perfume and chocolate, to save $2.3 million annually.

Will more airlines follow suit? That remains to be seen. Advertisers can rest easy, knowing that the paper is simply lighter and airline magazines aren’t being completely discontinued. Passengers can still read them on every flight.

While marketers have been using inflight advertising for many years, it has changed drastically with the advent of digital options. Originally, inflight advertising involved print ads on overhead storage bins and seat back table trays, but more recently, Wi-Fi connections have allowed for digital advertising. More and more marketers are using e-commerce platforms and online ads as part of their inflight marketing strategy.

What you may not know is just how fast this marketing opportunity is growing. At this point in time, digital marketing on airlines is one of the fastest growing methods of advertising in the industry. The market is expected to grow at a rate of 11.17%, making it possible for advertisers to reach a larger number of travelers as time goes on. Consumers these days are exposed to a massive amount of advertising on a daily basis. A large part of this is via digital networks, including personal computers, tablets, and mobile phones.

Airlines are aiming to customize the experience their passengers have. One of the best ways to do that is through connectivity. Digital options offer advertisers more opportunities than ever to reach their target market. Both airlines and marketers are aiming for the same thing; a personalized experience for their clients. Highly targeted ads increase both customer satisfaction and sales and boost ROI for marketers.

Inflight advertising is changing and growing for the better. Recently, Asia, the Middle East, and Africa have added more technology to their flights, which opens up even more possibilities for those targeting travelers in those areas.

Children on Turkish Airlines enjoy a special perk . . . airline toys. These toys are available on the airplane for younger travelers to play with, giving them a unique experience. The toys are also the perfect opportunity for inflight advertising.

Catering to their littlest passengers is nothing new for Turkish Airlines, but recent changes have the airline offering more sustainable and eco-friendly items. Made from all natural materials, the playthings are designed to meet Forest Stewardship Council standards for sustainability. They also help children learn more about endangered species, providing an education as well as entertainment.

Children are notoriously hard to keep entertained aboard a plane, particularly for longer flights. While parents usually bring along items to keep their kids busy and there is always the option of seat back movies, having something new and novel is a great way to keep them interested. Turkish Airlines has a terrific idea and one that will likely expand to other airlines. The possibilities for inflight advertising are also big.

Sponsoring toys and other similar items, such as coloring books or kits for children on airlines could be the next wave of inflight marketing. There are endless possibilities and parents are bound to remember a company that provided them with a little peace and quiet on their flight.

A cannabis company has taken advantage of the captive market with inflight advertising for their products. Virgin America’s domestic flights will show the legal cannabis ads between June and September of this year. In that time period, it’s expected that roughly 8 million people will see the ad.

Run by Wikileaf, the campaign discourages bringing the legal drug on board the airplane, but still encourages the download of the company’s app. The unique method of showcasing their app is something that other companies can emulate. In fact, inflight advertising is growing quickly and with a captive audience, it’s easy to get your products in front of your target market..

Creating a fun ad that really catches the viewer’s attention is the perfect use for digital marketing on an airplane. Every company can benefit from this method of marketing and it is likely to create a better connection with the client than through other methods of advertising. If Wikileaf can create a successful campaign that promotes their useful app for legal cannabis, any company can do the same and use the digital screens of travelers to deliver the message.

Airbus has recently announced a major change to the company’s digital strategy. While they usually use Microsoft Office for all productivity tracking, the company will be making a gradual change over to Google’s G Suite. When it comes to inflight advertising, the change may not seem like a big deal, but it will drastically change how the company manages data, including advertising information.

The two programs will be used for roughly a year and a half while Airbus transitions to the newer tool. While Microsoft Office is a popular software package for businesses everywhere, it has one massive downside . . . it was originally computer based. G Suite is in the cloud and provides access anywhere, which is a big boon in the travel industry. While Microsoft is making the change to cloud storage, Airbus clearly prefers G Suite and will be focusing on the newer software for all their digital needs.

Cloud based solutions allow companies to store information and data, including info on inflight advertising, in the cloud. It’s possible to access the information anywhere in the world and those using this method of storage are no longer bound to using a specific computer to access their files. Everything is online, accessible from any computer, phone, or tablet with the account information.

Cloud based systems are something that marketers can take advantage of, as well, updating inflight advertising as needed and making it instantly available to the client. Overall, this method of storage is a huge leap up in the industry.

Delta Airlines advertising has gained some serious traction in Japan this year. The Marianas were featured on the airline’s inflight magazine cover. The magazine, called Sky, was designed to highlight Saipan and included 11 pages on the area. The Marianas Visitors Authority did what any smart company would do and launched a promotional campaign to coincide with the feature story. The campaign was featured in the Delta Sky Club Lounge in Tokyo’s Narita International Airport.

For companies engaging in inflight advertising, doubling up on awareness is extra beneficial. In this particular case, the Marianas took advantage of a non-paid feature in Sky Magazine, but the concept is the same throughout advertising. If people see information on the same product, service, or destination multiple times, it starts to penetrate the haze of advertisements and gets them thinking.

A good example of how a company could double up on exposure would be providing airport ads, as well as inflight advertising. This would expose passengers both on the ground and in the air, making it more likely that they would absorb the information. Repeat exposure is key to increasing sales.

VIP lounges are another excellent place to add marketing endeavors. The Marianas has the advantage of offering Mariana coffee and beer by Saipan Brewing in the Sky Club, adding to the wide sweep of publicity and product awareness. Other marketing companies can use the idea for inspiration, as they look to increase awareness.

Gun control is a controversial subject, but Delta Air Lines decided to cut off NRA member discounts during the aftermath of the Parkland school shooting. While the airline claimed neutrality as it doesn’t support or go against gun control, things went south quickly. The decision could end up affecting inflight advertising with the airline, as well.

While the idea behind the move by Delta Airlines was meant to eliminate the possibility of preferences, it has actually resulted in some upset. While just 13 people have used the NRA discount, Delta felt the discount could be construed as supporting the industry. Ideally, the company will focus on staying true to the original values and continue to seek inflight advertising that meshes with the company’s brand.

While inflight ads may not be drastically affected by the changes to Delta’s discount system, it has made a number of companies re-evaluate whether they want to work with a company that is not as neutral as it would like. The company may be torn between true neutrality and standing up for their values. It could become a serious issue, particularly as other political arguments rise in the future and Delta is forced to make more difficult decisions.

Avoiding politics is something most companies avoid and Delta Air Lines is getting an up close and personal look at why that’s the best option. Trying to make things even by not offering discounts to either side of the gun control argument hasn’t worked out as well as hoped, but this could actually allow for extra airline advertising opportunities for those interested in working with the airline.

When you think of inflight advertising, you probably think of inflight magazines and video ads before movies. When you think outside the box, however, things can get a lot more exciting. Take AirAsia’s latest makeover, for example. The airline has teamed up with the Terengganu State Government to redecorate the airplanes for the airlines.

Each of the planes will feature the state in a beautiful painting along the side and the deal has been made for this to continue for two years. The outside of the airplanes isn’t the only space being used, though. Once on board, passengers will find the Terengganu tourism information on everything from the overhead compartment doors, seat back trays and in the airline’s magazine, too.

While most companies won’t strike a deal to transform the exterior of several planes, the unique method of airline advertising can be inspirational. After all, why stick to only one medium when you can reach customers through a wide range of options? If you really want to make an impact, aim for multiple exposures and think big. As AirAsia’s Terengganu campaign shows, it can be well worth it to go bigger than you’ve ever imagined before.

Inflight WiFi is becoming fairly commonplace these days, but it still has one big issue . . . it’s slow. Fortunately, there is hope for faster WiFi on airplanes, as more and more airlines begin to invest in faster connections and better hardware. The investment is a worthy one, putting inflight advertising via internet connection points within reach for nearly every airline. That’s good news for companies interested in improving their connection with passengers.

Nearly 50% of airplanes worldwide now offer inflight WiFi. If you fly within the United States, that number scoots up to 80% and it’s growing as hardware becomes more affordable. At this point, three airlines are at the top of the connectivity game; Delta Air Lines, American Airlines, and Emirates.

In the early days of inflight WiFi, basic connections, with no streaming, were common. Now, however, more than half of systems installed in airplanes allow some media streaming, as well as web browsing. However, a select few airlines are using top of the line systems that are satellite based. This last type of WiFi is growing rapidly and we can expect to see it on most planes within a few years. In this competitive market, it’s essential that airlines keep up with the new technology.

Of course, there will be a price for the faster internet connections, but it’s well worth it to passengers. It also opens up a lot of possibilities for inflight advertising. Ads may now use streaming media and go the extra mile to encourage passengers to click through to a website or page. Faster internet access means more options for ads and that can only benefit marketers looking to create inflight campaigns.

Flying on a long-haul flight is never that pleasant, but British Airways has a way to make things just a bit easier on its passengers. The airline has three aircraft currently equipped with free WiFi and intends to provide this option for their remaining aircraft within the next two years. The first hour of WiFi will be offered for free, with reasonable prices after that. For inflight advertising, this means exposure to everyone in the plane if advertising on the WiFi point of access. After all, who wouldn’t take advantage of free internet access?

British Airways plans to provide the first hour free and then allows passengers to purchase internet access by the hour or for the length of the entire flight. However, that first 60 minutes is essential. In a world obsessed with connection and being online, giving travelers the option to connect with their tablet, laptop, or phone means giving them a taste of freedom. It’s pretty likely that they’ll pay up to continue the connection and that means more money for airlines and more opportunities for advertising on British Airways for companies.

Once the aircraft reaches 10,000 feet, passengers may connect to the onboard WiFi and enjoy browsing or streaming during their flight. The end result is a more occupied audience and one that is particularly focused. It makes for excellent ROI on inflight advertising campaigns, since the viewer has virtually nothing else to do but engage with the ad, making it a great investment for advertisers.

Virtual reality on an airplane may sound like fantasy, but it’s actually a possibility already. Two companies, Skylights and Dutyfly have come together to create a complete solution for airlines wanting to offer this service for their passengers. It also opens up a whole new type of inflight advertising, should this option take off.

The Cinematic VR experience is a whole new way for passengers to enjoy inflight entertainment. At the moment, the main feature of this technology is the ability to watch films, both 2D and 3D, in what feels like a cinema screen, thanks to the unique VR headsets. The possibilities here are endless and the companies are working to ensure it is an affordable option for airlines. Airlines would play a subscription fee to use the headsets and the option for premium experiences would be available for a fee to the passengers.

There’s no word yet on which airlines will be adding Virtual Reality to their offerings, but once they begin to provide the service, it will likely be available across multiple airlines, on specific flights. It’s the beginning of a whole new way to approach inflight advertising and it could make for a very interesting adaptation. With 3D effects available, ads can become even more exciting and interactive than ever before. VR could literally change the face of inflight marketing.