Qantas to overhaul in-flight advertising

Qantas to overhaul in-flight advertising

Qantas will shift away from conventional inflight advertising and tailor their advertising according to passenger demographics.

The new advertising model will mean different advertising across first, business and economy classes within Qantas flights, and will include banner ads, sponsored content and dedicated channels.

Qantas has opened its advertising to an invitation-only tender to the TV networks as well as Bauer Media, who currently manage the airlines on-screen advertising.

Changing customer viewing habits mean the airline is looking for fresh advertising ideas said Qantas group executive for brand, marketing and corporate affairs, Olivia Wirth.

“We want those responding to the tender to treat this as a blank slate,’’ said Ms. Wirth.

Feedback has shown that in-flight entertainment is perhaps the most important part of the flying experience and Qantas hopes to make improvements to their entertainment system in general.

“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,” commented Ms. Wirth.

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