In-flight advertising is advertising that targets potential consumers aboard an airline. 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. Ads can be tailored to the traveler's destination, or several of the airlines destinations, promoting local restaurants, hotels, businesses and shopping.
After a long period of slow growth, the volume of traveler-targeted ads is set to positively explode as airlines look to advertising to pump up their bottom lines.
In the latest move, a lot of airlines have signed up with companies like Sojern or Ink to have ads published on the boarding passes online customers print on their home computers. The latest one is Cebu Pacific.
According to surveys by QMedia:
Boarding pass advertising relies on the use of targeted advertising 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.
The ads are used by airlines to increase revenue and for advertisers to target travelers down to their departure city and destination.Sojern was one of the first companies to partner with such airlines as Delta Air Lines to offer boarding pass advertising technology.
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 called passengers "captive customers," accusing airlines of being "aggressive pitchmen for a range of products to passengers at 30,000 feet." Moreover, targeted advertising used on boarding passes has been cited as a breach of privacy.
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