The advertising company Magnite has announced a partnership with Viasat Aviation, which is behind Viasat Ads. The collaboration brings programmatic advertising to in-flight Wi-Fi and entertainment.
The partnership gives brands and ad buyers scaled access to engaged audiences in the sky.
Viasat’s technology is used by more than 60 airlines on over 4,000 aircraft. Viasat Ads delivers premium advertising experiences at scale by offering inventory across multiple airlines, monetising airlines’ inflight media with dynamic ad targeting by route, destination and events.
Magnite’s programmatic infrastructure will allow advertisers working with Viasat Ads to reach travellers across Viasat’s inflight ecosystem, which includes seat-back entertainment screens and personal electronic devices.
It will enable consistent ad formatting, reliable measurement, and premium visibility in a brand-safe and high-attention environment.
Leon Siotis, Senior Vice President of Business Development – International at Magnite, says: “As brands increasingly seek high-quality environments that deliver both scale and attention, 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.”
Ragu Kamakshisundaram, Vice President, Media and Monetisation at Viasat, added: “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.”
