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In-flight ad targeting is limited to public information like the flight’s origin and destination, though it can target ads based on technical elements like what device or browser a passenger is using. When asked about its in-flight ad targeting efforts, a British Airways spokesperson responded, “We strive to create more compelling offers and assist advertisers in serving up more relevant advertisements to our customers on our website through segmentation, according to traveler preferences.” She also highlighted the importance of relevancy in targeting: “We take permissions and customer privacy very seriously. We will only use data to provide value to customers,
a Method ad customized specifically for onboard Virgin America as examples of the types of brands the airline will work with. Lunardini would not outline what, if any, customer data was shared with the advertisers in the making of the ads.
passengers’ choice
a smart offer made at the right time to the right customer.” Virgin America’s vice-president of brand marketing and communications Abby Lunardini explains, “Onboard, since we mainly deliver video ads through the Red platform, we look for and work with partners that are the right fit for our flyer demographic. We are pretty selective and work with partners to develop ad content that is interesting and relevant to our audience.” She points outs a Mini Cooper ad and
The reality today is that if flyers are browsing the web and reading articles at home, their data is already being used and sold to advertisers. Where airlines should be concerned is with their branding, and with recognizing that passengers have a choice of carriers. It’s important for aviation players to look at how their in-flight ad targeting, no matter how noble the intention, is being received by their customers. An experience that crosses into creepy, as Harteveldt’s drink anecdote exemplifies, could put a passenger off that airline. At the same time, an experience that makes a passenger feel valued and remembered could have them eager to remain loyal to the carrier in the future.
“Younger people who are into Facebook and Twitter are generally more accepting of behavioral targeting,” Sales Engine International’s Stacey Sieger explains. “Older people are generally less comfortable when they first hear [the term], but are [pleasantly] surprised when they find out what it could mean for them.”
Millenials are 18-34 years old, without children. The largest demographic of millenials can be found in Brazil, China, Japan, India or Thailand. They are generally positive about the economy, will spend more next year on travel, and prefer to follow travel advice from peers.
Families are married adults with children under 18, and are cognizant of the economy but will still spend more on travel next year. Online reviews greatly impact their travel decisions, and they prefer beach or all-inclusive vacations that are considered to be of good value.
Retirees are over 55 years of age; largest demographics reside in developed countries like the US, UK, Canada and France. Accommodation type influences travel decisions; they took 50% more international trips last year than 18-24 year olds. Source: 2014 Global Travel TripBarometer by TripAdvisor
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august - september 2014
Airline Passenger Experience Association