More than 150,000 flights are operated daily worldwide. According to industry estimates, this amounts to about 4.5 million passengers per day. Approximately 10,000 aircraft are in the sky at any given moment.
During flights, passengers are increasingly using in-flight multimedia systems. Modern technologies allow access to movies, music, and services directly on board — without the need to download content to a device in advance.
Such capabilities are provided by special media servers that create a Wi-Fi network inside the aircraft. One such solution is the "Etbox" hardware and software complex.
Through media servers, including the Wi-Fly system, passengers have access to films and TV series of various genres, music, games, children's content, and other digital services. The presence of an in-flight multimedia system also influences the perception of the airline: according to research, about 56% of passengers are willing to choose a carrier again, based on comfort during the flight.
However, such platforms can be useful not only for airlines and passengers but also for advertisers. In-flight media systems provide an additional channel for advertising placement.
The airline audience is considered solvent and active in terms of consumer behavior. At the same time, during the flight, passengers are in a confined space and have fewer external distractions than online. This reduces the effect of so-called "banner blindness," which is characteristic of online advertising.
Another advantage is the ability to segment the audience more precisely. For example, advertising messages can be shown only to economy or business class passengers, which allows campaigns to be adapted to a specific target group.
According to "Oblako" company, about 80% of passengers use in-flight multimedia systems. This is approximately 450,000 users per month.
The platform allows for the placement of various advertising formats — banners, video clips, and microsites, as well as branding individual sections of the media server interface.