Last updated: 11:05 AM ET, Tue August 25 2015

airberlin To Offer Ad Space On Tray Tables

Airlines & Airports | Rich Thomaselli | August 25, 2015

airberlin To Offer Ad Space On Tray Tables

Advertisers will never admit to using this phrase, but what they crave most is a captive audience in order to market their products.

What’s more captive than an airplane filled with passengers?

airberlin, through its affiliation with Global Onboard Partners, is now offering marketers the chance place their ads on one of the prime spots on airplanes – the tray table.

Think about it. You can place an ad when the table is down and when it is in the upright position.

According to eTurboNews, the ads will be placed on tray tables on flights lasting between 40 minutes and up to five hours on the German carrier.

Starting next month, tray table advertising will be introduced on three separate models of aircraft, on flights that will reach 800,000 potential airberlin passengers. According to eTurboNews, the cost of branding the tray tables on a flight is 5,360 euros a month per aircraft, or roughly $6,145 in U.S. currency.

That works out to an average spend of $130 per passenger.

"airberlin is a modern airline with one of the newest fleets in Europe. In advertising, too, we rely on innovation,” says André Rahn, airberlin's Senior Vice President of Marketing. “We are the first German airline to use Global Onboard Partners technology, which will allow us to offer the tray tables on our aircraft as advertising space.”

According to a market research study, this form of advertising generates an unprompted recall rate of 79 percent among flight guests.

“The high dwell time on the aircraft significantly increases the passengers' intent to purchase,” said Christian Szabo, managing partner at Global Onboard Partners.

Tray table advertising has been around since 2003, when America West first tested the waters. Since then, it's been largely confined to domestic carriers. 


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