What's Happening?
Viasat Ads is advocating for the use of in-flight advertising as a potent medium for B2B marketers. Chris Demange, vice-president at Viasat Ads, highlighted the unique advantages of this channel during
The Drum’s B2B World Fest. He emphasized that in-flight environments offer a captive audience, free from typical distractions, which can enhance engagement. The technology now allows for real-time targeting based on flight destinations and passenger demographics, such as business travelers attending conferences. This development is part of a broader trend as global business travel is projected to reach $2 trillion by 2028.
Why It's Important?
The shift towards in-flight advertising represents a significant opportunity for B2B marketers to reach a focused audience. As business travel continues to grow, the ability to target specific demographics in real-time can enhance marketing effectiveness and ROI. This approach allows brands to create a continuous narrative that aligns with the travel experiences of their audience. The potential for personalized and contextually relevant advertising could redefine how brands engage with business travelers, offering a new avenue for capturing attention in a competitive market.
What's Next?
As more brands explore in-flight advertising, there may be increased investment in technologies that enhance targeting capabilities. Marketers will likely focus on integrating these ads into broader campaigns that connect with travelers before, during, and after their journeys. The success of this channel could lead to further innovations in how brands engage with audiences in other captive environments, potentially influencing advertising strategies across various sectors.
