Magnite, an independent sell-side advertising company, has entered into a partnership with Viasat Aviation, to add further programmatic advertising capabilities to its Viasat Ads service. Viasat Ads provides monetisation services for airlines in-flight entertainment (IFE) and wi-fi systems, through dynamic advertising targeted by factors such as route, destination, and events.
The partnership will see Magnite’s programmatic infrastructure enable advertisers working with Viasat Ads to reach millions of travellers across Viasat’s in-flight ecosystem (more than 60 airlines on over 4,000 aircraft), including showing ad content on seatback IFE displays and personal devices accessed via onboard wi-fi, with consistent ad formatting and engagement measurement.
Ragu Kamakshisundaram, Viasat’s VP, media and monetisation, said, “With this launch of programmatic advertising in the sky, we are bringing in-flight media to the real-time world of ad buying. Instead of long planning cycles to integrate advertisements into airline content management systems, advertisers can now reach the flying traveller instantly.
“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”
Leon Siotis, SVP for business development at Magnite added, “In-flight screens and personal devices are emerging as some of the most valuable untapped digital advertising environments. With millions of highly engaged travellers 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.”
