If you've ever been on a long flight, you know the drill: you've watched the movie, played the game, and now you're staring at the in-flight map wondering if you'll ever get home. Soon, that captive audience time might come with a side of programmatic advertising.
On Wednesday, Magnite (MGNI) announced a partnership with Viasat Inc (VSAT) to integrate programmatic advertising into in-flight entertainment systems. The idea is simple: airlines have millions of passengers sitting still for hours, staring at screens. Why not sell that attention to advertisers in a more sophisticated way?
Magnite's platform will allow brands to buy ad space on in-flight screens and personal devices dynamically, using data to target specific audiences. Viasat, which provides connectivity services to more than 60 airlines worldwide, will be the pipe that delivers those ads. It's a classic win-win: airlines get a new revenue stream, advertisers get a highly engaged audience, and passengers get… well, more ads. But at least they might be relevant.
“With millions of highly engaged travelers spending extended periods of uninterrupted time in the air, brands now have a unique opportunity to connect with audiences in a premium, immersive setting that few other channels can replicate,” said Leon Siotis, SVP of Business Development, International at Magnite.
Viasat's Ragu Kamakshisundaram, Vice President of Media and Monetization, added: “By combining our leading brand-safe in-flight advertising platform with Magnite's programmatic expertise, we are creating new opportunities for brands and airlines to connect with passengers in the air.”
This isn't just about seatback screens, either. With Viasat's in-flight Wi-Fi, ads could also appear on passengers' own devices — phones, tablets, laptops — while they're connected to the plane's network. It's a whole new channel for programmatic advertising, and one that comes with a built-in, captive audience.













