Born from customer research, Qantas and oOh Media have created a digital content experience for Qantas’ premium customers.
‘QView’ is a 360 degree digital signage and content offering distributed exclusively at Qantas domestic terminals in member lounges across Australia. QView distributes up to the minute news, weather and flight information via screens, tablet and mobile devices specific to Qantas lounge members and the capital cities they are travelling from or to.
According to oOh Media, the technology and devices engage with a “premium audience of more than nine million Qantas lounge members individually and en masse”.
QView will feature 15 seconds of advertising in each minute of content delivered – Westpac, ANZ, The Economist, Jag and Mercedes have already come on board and will feature in “unobtrusive”, targeted advertising specific to high-end users. The number of companies advertising via QView will be limited to four or five in both the AM and PM time slots.
Brendan Cook, CEO, oOh Media explains the technology behind QView will offer greater creative depth for the advertiser. “Research has shown the right ad, placed in the right environment, delivering a certain message at a certain time has more impact,” explains Cook.
oOh will facilitate end-to-end content for Qantas which in addition to ads, comprises third party news, information and entertainment.
The launch of QView comes as Olivia Wirth, Qantas Group executive manager for brand, marketing and corporate affairs celebrates her fifth anniversary with Australia’s national carrier and follows the tumult of recent job cuts at Qantas, which subsequently made a significant dent in the marketing team.
According to Wirth, the millions of dollars invested in QView technology and digital marketing aims to improve customers’ travel experience and is expected to drive a series of improvements to Qantas’ entertainment offering over the coming months, “it’s pretty competitive out there, so it’s a big benefit for us to make sure we can keep evolving the customers’ experience,” says Wirth.
Qantas hopes to extend the technology’s reach across regional and international ports in the next 6-12 months.