Imagine yourself in an airplane seat. A video plays on the screen in front of you. You are belted in and prohibited from moving about the cabin. Now, imagine that you liked the song playing in the background of that video. What if you could touch the screen and buy the song on the spot? Sounds futuristic, I know, but its here. Airlines are revving up revenue with ‘disruptive’ ad sales.
GuestLogix, Inc., the company behind most airline onboard store technology, has partnered with Pokeware, a company that expects to become recognized in the industry as a pioneer in the development and marketing of interactive short-form videos, non-intrusive pull advertising, and real-time, in-depth analytics. With the help of Pokeware, Guestlogix will deliver a new interactive advertising solution it expects to produce significant revenues for the company, and its airline partners, through advertising transactions.
"Core to our focus of seeking out the most effective ways to generate ancillary revenues and enabling transactions between airlines and consumers through the latest onboard technology, this offering uses the state-of-the-art of interactive media that allows airline passengers to not just consume media content, but to become actual consumers," said Tom Douramakos, President and CEO, GuestLogix. "The Pokeware advertising solution will redefine the nature of in-flight entertainment, transforming the passive experience of viewing media onboard into an interactive, engaged process for passengers – and netting our airline clients significant revenue in the process."
Giving new meaning to disruptive technology
With the joint GuestLogix Pokeware solution, consumers are supposed to interact with content in real-time while in-flight. The company uses the word “pokable.” Passengers can touch or "poke" any object that captures their interest while watching in-flight entertainment such as a TV show, movie, sports program or music video that is directly linked to a point of sale. Integrating the advertising solution into the in-flight entertainment is made possible though GuestLogix' onboard store technology and OnTouch™ retail platform – allowing airlines to make money from in-flight entertainment content. Passengers go from poke, to shopping cart, to payment, in a seamless onscreen transaction.
The company reports that a cabin of 200 passengers on a 737 watching a 30-minute segment could generate between 1,200 to 6,000 pokes. The idea is that passengers are actively engaged in both the program they are watching, and the onscreen advertising. Since passenger’s activities and mobility aboard an airplane is limited, they are the perfect captive audience.
"It's important to note that we're not just deriving revenue from the "pokes," but from the actual transactions which can take place in both the online and offline environments. Airlines earn revenue throughout the entire transaction lifecycle - from per poke passenger interest, right through to the final sale - making this advertising solution one of the most cost-effective ancillary revenue generators available," said Douramakos.
In-Entertainment Advertising is an Untapped Opportunity
Hopefully, this additional revenue stream will subsidize other value-adds, allowing the industry to provide more services to passengers, like in-cabin Wi-Fi. Guestlogix thinks it will. Douramakos says the solution "presents an untapped opportunity for airlines to grow revenue from in-flight video content and give customers a great experience in the process."
"Pokeware represents a completely new advertising-based revenue generation model for airlines, and opens up many new vistas in terms of passenger service and brand engagement. Airline passengers can select anything of interest in the videos they watch, for example, information about an exotic location, jewelry, fashion, cosmetics, homewares or even music playing in the background of a particular video - the search and purchase possibilities are only limited by what is contained in the video," said Maryse Thomas, Founder and CEO, Pokeware.
Airlines Can Now Monetize Any In-Flight Entertainment Content Through GuestLogix
GuestLogix is the only company offering Pokeware's technology to airlines, through its onboard store technology and the OnTouch retail platform. GuestLogix anticipates significant adoption of Pokeware-enabled content by airlines already using GuestLogix onboard systems, and expects significant return on its partnership with Pokeware, a partnership whose financial terms have been kept under wraps. GuestLogix and its airline clients will reap an attractive percentage of the per-poke advertising revenue created by the Pokeware experience, a first for the airline industry. With impressions ranging from 6 to 30 pokes per half hour per passenger, combined with the transaction revenue, the Pokeware system represents a very profitable solution for airlines, advertisers, and GuestLogix alike.