In-flight advertising gives OOH players a lot of inventory to tap into: Experts

OOH players share their thoughts on the Global Inflight Market report 2020 and how in-flight media options create customised solutions to maximise consumer experience

e4m by Noel Dsouza
Updated: Jan 28, 2020 8:32 AM
In-Flight Advertising

Last week, The Global Inflight Advertising Market Analysis stated that up to the year 2027, in-flight advertising is expected to grow with a myriad of opportunities. The “Global In-flight Advertising Market Analysis to 2027” which is a specialised and in-depth study of the aerospace and defence industries put out a report with a special focus on the global market trend analysis. The report provides an overview of the in-flight advertising market with detailed market segmentation by type, aircraft type, and geography.

The report provides key statistics on the market status of the leading in-flight advertising market players and offers key trends and opportunities in the market. The segmentation in this research study has been finalised post-in-depth secondary research and extensive primary research. In addition to this, the market is also segmented on the basis of technology offered by the leading participants in the industry in order to understand widely used market-specific terminologies.

Inflight advertising gives a lot of inventory for OOH players to tap into. For instance, in-flight magazines, baggage tags, display systems, in-flight apps, etc. At the moment the major key players for in-flight advertising are Atin OOH, Global Eagle, Spice Jet Airline, Agency Fish Ltd, EAM Advertising LLC, MaXposure Media Group Pvt Ltd, to name a few.

We spoke to key OOH players to their insights on this report prediction, how this will amplify inventory for their OOH campaigns and trends of in-flight advertising.

According to Jayesh Yagnik, Chief Operating Officer, MOMS Outdoor Media Solutions in-flight advertising has set new trends through its quirky, effective and unconventional media available to provide engaging and rich content for air travellers. Yagnik shared, “The content can be specially curated to target an upwardly mobile global audience and act as a mouthpiece for the brand to a captive audience. High dwell time and captive audience is a great combination for multiple opportunities that can be explored leaving room for many media first innovation possibilities. In-flight advertising options in India have now been increasing due to the growth in the number of regional, national and international airline carriers. This trend will continue with an increase in the number of air passengers as well as frequent flyers. Also, the civil aviation industry in India has emerged as one of the fastest-growing industries in the country during the last three years.”

India is currently considered the third largest domestic civil aviation market in the world and is expected to overtake the UK to become the third-largest air passenger market by 2024. This will have a direct impact on the in-flight media spends and opportunities of the future. Furthermore, the rise in the working group and middle-class demography will affect the demand positively.

Yagnik added, “The in-flight media options allow for creating customised solutions to maximize the experience, engage the audience and add more visibility to a campaign, thereby helping to influence air travellers to connect with the brand/product.”

Atin Gupta, CEO, Atin Promotions & Advertising, sharing his reaction on the report remarked, “The Indian Aviation market is expected to grow exponentially over the next ten years with some estimates expecting the market to increase by 4 times. As of today, the in-flight advertising market is booming, the addition of new aircraft, an increase in passenger numbers will lead to added inventory and a significant contribution to OOH. We are extremely bullish on all transit spaces including airlines and expect that they will contribute significantly to the OOH pie by 2030.”

Lastly, Gour Gupta, CEO, The Max, and Managing Director, Tribes Group, pointed out the emerging trends in inflight advertising. The first trend Gupta pointed out was the integration of inflight with airport OOH. “With facial recognition and video analytics being tested and deployed at several airports, the audience being recognised, targeted and engaged across personalised messaging through Digital OOH is a near foreseeable reality. The brands will be able to engage with the audience seamlessly across DOOH media and in-flight apps. Based on a user’s attribution, preference and behaviour, the ads can be served in a relevant context”, commented Gupta.

The second trend Gupta spoke about was Digital OOH in action at airports with interactive voice technology, facial image-sensing coupled with customer’s historic data. Gupta added, “It will enable brands to personalise user messaging. For example, your Uber cab is auto booked as soon as you land, and you get to see the location of pick up point on the screen nearest to the exit point, will be soon a reality.”

The last trend Gupta spoke of was about buying in-flight with interactive ads. “In-flight apps will double up to serve ads that are conversion driven aimed at helping customers buy services and products on-the-go”, concluded Gupta.

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