Michael Childers blog posts
Providing living room-quality entertainment 30,000 feet above the ground is a remarkable technological achievement and one with a history of entrepreneurial and technological innovation. In this blog series we will show the history of in-flight entertainment. Let´s take a look at its beginning.
In the first part of my articles on IFE advertising I talked about automated workflows, the need to build a global cross-platform ecosystem and the possibilities of targeted advertising. In the following second part I will focus on “programmatic” advertising.
IFE advertising is stuck in a pre-roll paradigm that depends on the general desirability of the broad passenger demographic without segmentation. The future is a video advertising ecosystem that establishes a global, cross-platform advertising market that combines broadcast, Internet, OTT and mobile out-of-home viewing, supports “programmatic” advertising, enables advertisers to buy audience segments, target specific profiles, and is trackable and verifiable.
Lately, both the consumer press and some in the IFEC world began referring to airlines “offering Netflix inflight” and opened discussions about whether airlines might replace curated content by offering Netflix. That deserves some examination. Do airlines license content rights and services from Netflix?