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TV networks invited to pitch for Qantas in-flight ad service

QantasQantas is seeking to update the advertising model for its inflight video service and has invited all the major free-to-air TV networks to pitch for the business.

Olivia Wirth, Qantas group executive for marketing said the airline wanted to move away from the traditional form of television advertising with ad breaks between shows to have a mix of display and banner ads as well as sponsored content on dedicated channels.

She said the technology on Qantas flights will also allow advertising to be tailored for passengers in first, business or economy class and Qantas was going to the market seeking fresh ideas.

Incumbent advertising partner Bauer Media Group has been invited to pitch for the business, as have the TV networks SBS, Seven, Nine, Ten and Foxtel. Bauer has managed onscreen advertising on board since 2001 and also manages the in-flight magazine, which is not part of the review.

The outcome of the tender is expected to be announced in May, with a new contract to come in effect in July this year.

“We know that in-flight entertainment is a really important part of people’s journey. It’s something we invest heavily in and we’re looking at strengthening it further over the next 12 months,” Wirth said in a statement.

“Our approach to date has been quite conventional, with TV adverts slotted in between programs. We’re going to the market for some fresh ideas, and while we want to maximise our revenue we also want to improve the in-flight entertainment experience overall.

“People watch content very differently than they did even five years ago. We want those responding to the tender to treat this as a blank slate. Our golden rule is that you can’t compromise people’s viewing experience with adverts that are overly intrusive. There’s a careful balance there that we don’t intend to disturb.”

She added any changes must complement the on board experience and “has to fit with our brand.”

Qantas’ inflight video service includes screens on the back of seats, main screens, and iPads with streaming of onboard content on demand. The airline carries around 50m passengers a year.

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