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.
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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.
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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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