ABOUT GLOBAL ONBOARD PARTNERS ABOUT IN-FLIGHT … · Global Onboard Partners is the worldwide leader in out-of-home, in-ﬂight graphic advertising specializing in professional, high-impact

GLOBAL ONBOARD PARTNERS Proven Effectiveness of In-Flight Advertising.!

ABOUT GLOBAL ONBOARD PARTNERS Global Onboard Partners is the worldwide leader in out-of-home, graphic, in-flight advertising specializing in professional, high-impact advertising displays in the interior and exterior surfaces of commercial aircraft. We work with more than 20 airlines on five continents.!!

ABOUT IN-FLIGHT ADVERTISING In-flight advertising provides smart advertisers a distraction-free environment onboard top commercial aircraft with an average dwell time of 2.5 hours. This has been proven to create over 80% recall and 35% increase in intent to purchase.!

Learn more about Global Onboard Partners at http://www.globalonboardpartners.com.!

IN-FLIGHT ADVERTISING IS HIGHLY EFFECTIVE EDWARD BOCHES, CREATIVITY UNBOUND “Attention is the new scarcity. New models create new opportunities for brands and marketers as they learn to engage rather than ‘broadcast’.”!!DAVID CASTELVETER, SPOKESMAN, AIR TRANSPORT ASSOCIATION "If an organization finds value in advertising on a tray table, on a boarding pass or on the in-flight entertainment system, then I commend the airline for identifying another important revenue opportunity.”!!DR. MARK GUADAGNOLI, TRIAD CONSULTING “The data from the tray table advertisement studies is impressive. The very high recall rate may be due to the fact the consumer is viewing the message for an extended period of time, and as a result, the key points more easily transfer into long term memory. Regardless of the mechanism, [in-flight advertising] seems to be an impressively effective advertising platform.”!!MICHAEL DERCHIN, AIRLINE ANALYST, FTN MIDWEST SECURITIES "[Regarding in-flight advertising] It's a captive audience, literally – and sometimes involuntarily – for an extended period of time, so there are certainly opportunities to make contact [with potential consumers] in-flight.” !!MICHAEL PEWTHER, SENIOR DIRECTOR OF SALES AND MILE HIGH MEDIA, SPIRIT AIRLINES “Placing advertising on surfaces of the interior of an aircraft is a complicated and regulated process. We selected Global Onboard Partners due to their expertise and experience in this relatively new, but ‘sure-to-be-seen-more-of’ medium.”!


AIRLINE TRAVELERS HAVE HIGHER HOUSEHOLD INCOMES

15!

23!

43!

30!

44!

54!

0!

10!

20!

30!

40!

50!

60!

PERC

ENT

OF

AM

ERIC

AN

S

$100K+ INCOMES $75K+ INCOMES

Airline travelers are over 50% more likely to have an annual household income of $100,000 or more than the average American. 23% of airline travelers have an annual household income of $100,000 or more per year, compared with only 15% of average Americans. !!Frequent flyers – those who take four or more airline trips per year – are the most affluent travelers, with 43% having an annual household income of $100,000 or more. 54% live in a household making at least $75,000 per year, compared to only 30% of average Americans.!! Average Americans! Airline Travelers! Frequent Flyers!!SOURCE The Arbitron Airport Television Study, January 17 - February 18, 2007.!


PASSENGERS RECEPTIVE TO IN-FLIGHT ADVERTISING MESSAGES 86% of in-flight customers are in a positive frame of mind; hence they will be receptive to advertising messages. !!In the same airline study, 85% of long-haul respondents recalled some kind of ad/promotional format in-flight. This was higher amongst business class and high frequency travelers.!!!!!!!!!!!!SOURCE QMedia Ambient Research 2007.!

14!

86!

0!

10!

20!

30!

40!

50!

60!

70!

80!

90!

100!

PERC

ENT

OF

PASS

ENG

ERS

NEGATIVE POSITIVE


INCREASED DWELL TIME CREATES INCREASED RECALL

14!

86!

0!

93!

0!

10!

20!

30!

40!

50!

60!

70!

80!

90!

100!

PERC

ENT

OF

RESP

ON

DEN

TS

AD RECALL BRAND RECALL

Detailed ad recall is six times higher (86% vs. 14%) after high dwell time and brand recall is 14 times higher (93% vs. 7%) after high dwell time versus low dwell time.!!In addition, people viewing ads with high dwell time are 75% (in branded ads) and 50% (in branded ads) more likely to be motivated by the ad. Positive dwell time effect is even greater among target/prospective consumers.! !High dwell time allows for a greater depth of engagement, greater levels of ad/brand/message recall and retention, and higher levels of motivation and brand empathy.!! Low Dwell Time! High Dwell Time!!SOURCE CBS Outdoor Dwell Time Effectiveness Study, July 2006.!


UNAIDED RECALL EXTREMELY HIGH

9! 11! 13! 15!

32!

79!

0!

10!

20!

30!

40!

50!

60!

70!

80!

90!

PERC

ENT

OF

CON

SUM

ERS

← LOW RECALL HIGH RECALL→

At 79% on average, unaided recall for in-flight advertising easily surpasses unaided recall rates for all other types of traditional advertising media.!!Unaided recall for in-flight advertising has been proven to reach 83-86% for more effective, targeted ads. No other traditional advertising media is able to achieve even half the unaided recall of in-flight advertising.!! Internet ! ! !Radio! Magazines! ! !Out of Home! Newspapers ! !In-Flight (Tray Tables)! Broadcast TV!!SOURCE Triad Consulting Study, 2004-2008. Carroll Media, May 2007. OAAA, June 2003. Radio Effectiveness Lab, Inc., 2004. Nielsen Media Research, March 2000. ADVO, Inc., April 2004. Magazine Publishers Association, 2006. Dynamic Logic.!


INCREASE INTEREST AND INTENT TO PURCHASE

9! 8! 7!

13!

26!

14!

27!

0!

5!

10!

15!

20!

25!

30!

PERC

ENT

OF

PASS

ENG

ERS

← NOT INTERESTED VERY INTERESTED →

After seeing in-flight advertisement graphics 67% of passenger respondents indicated a high level of interest in the product featured.!!Passengers responding as their level of interest in the brand/product advertised as “Very Interested” equaled 41%.!!!!!!!!!SOURCE Cartoon Network / The Looney Tunes Show Airplane Advertising Study conducted by Carroll Media Research, May 2011, Fort Lauderdale-Hollywood International Airport.!



37!

8!10! 10!

19!

8! 8!

0!

5!

10!

15!

20!

25!

30!

35!

40!

PERC

ENT

OF

PASS

ENG

ERS

← NOT INTERESTED VERY INTERESTED →

In-flight advertising using Global Onboard Partners seatback tray table products has been shown to increase brand/product interest and intent to purchase by 35% among passengers with no previous product knowledge.!!Passengers responding as their level of interest in the brand/product advertised as “Very Interested” equaled 16%.!!!!!!!!SOURCE Holiday Inn Club Vacations Airplane Advertising Study conducted by Carroll Media Research, December 2010, Hartsfield-Jackson Atlanta International Airport.!


26! 24!

50!

0!

10!

20!

30!

40!

50!

60!

PERC

ENT

OF

PASS

ENG

ERS

← NOT INTERESTED INTERESTED →

In another study, 50% of passenger respondents indicated an interest in the product featured following in-flight advertising exposure using Global Onboard Partners seatback tray table products.!!!!!!!!!!SOURCE LIAT Onboard Advertising Campaign Study conducted by Discover Dominica Authority, January 2012, VC Bird International Airport, Antigua and Grantley Adams International Airport, Barbados.!



IMPRESSIVE CALL TO ACTION RESULTS

15!

7! 1!

14!

64!

0!

10!

20!

30!

40!

50!

60!

70!

PERC

ENT

OF

PASS

ENG

ERS

NO ACTION NOT SURE TAKE ACTION

In-flight advertising using Global Onboard Partners seatback tray table products has been shown to result in a positive call to action result of 75% among passenger respondents in the target demographic of the product featured.!!!!!!!!!!!SOURCE Cartoon Network / The Looney Tunes Show Airplane Advertising Study conducted by Carroll Media Research, May 2011, Fort Lauderdale-Hollywood International Airport.!


IMPRESSIVE CALL TO ACTION RESULTS

57!

5!

38!

0!

10!

20!

30!

40!

50!

60!

PERC

ENT

OF

PASS

ENG

ERS

NO ACTION NOT SURE TAKE ACTION

In-flight advertising using Global Onboard Partners seatback tray table products has been shown to result in a positive call to action result of 38%.!!An impressively high number of passengers either planned to visit a product website listed on a tray table advertisement or had already visited the website in-flight.!!!!!!!!SOURCE Holiday Inn Club Vacations Airplane Advertising Study conducted by Carroll Media Research, December 2010, Hartsfield-Jackson Atlanta International Airport.!


GRAPHICS DOMINATES IN-FLIGHT ADVERTISING OPTIONS

96!

0!

10!

20!

30!

40!

50!

60!

70!

80!

90!

100!

PERC

ENT

OF

PASS

ENG

ERS

OTHER GRAPHICS

Among passenger respondents who recall seeing more than one in-flight advertiser, recall of in-flight advertising using full-sized, full-color graphics and/or seatback devices from Global Onboard Partners dominates other forms on in-flight advertising by 96%. This includes cocktail napkins, food packaging, in-flight magazine, in-seat audio commercials, onboard announcements and seatback inserts.!!Additionally, 86% of passenger respondents indicated seeing graphics advertisements “A Lot More” than other advertisements.!!!!SOURCE Cartoon Network / The Looney Tunes Show Airplane Advertising Study conducted by Carroll Media Research, May 2011, Fort Lauderdale-Hollywood International Airport.!


PASSENGER COMMENTS REGARDING IN-FLIGHT ADVERTISING Attractive, very attractive, very good.!!Eye catching, good visual.!!Fantastic, very good way to capture passengers.! !Impressed by the initiative of the ads.! !Useful and prominent tool.! !Interesting, different.!!Good idea.!!!SOURCE LIAT Onboard Advertising Campaign Study conducted by Discover Dominica Authority, January 2012, VC Bird International Airport, Antigua and Grantley Adams International Airport, Barbados.!


ADVERTISER TESTIMONIALS CAROLINE HOUGH – AMERICAN EXPRESS OPEN “Their inventory of services, attention to detail, logistics coordination, and timeliness in meeting deadlines and approval processes are excellent. I have been very satisfied with the work performed by Global Onboard.”!!TIM RASBASH, ACCOUNT DIRECTOR PD3/O2 “The campaign – which incorporated seatback tray table graphics, a full-page ad in the in-flight magazine, flight attendant public address announcements, and most importantly, flight attendant distribution of our product – exceeded our expectations and generated higher than originally anticipated passenger participation in the program and overall returns for our client O2.”!!VICKY FREE, VP, 360 CONSUMER MARKETING FOR TURNER BROADCASTING’S ANIMATION, YOUNG ADULTS & KIDS MEDIA “The use of onboard advertising on Spirit Airlines is a perfect way to promote our all-new series The Looney Tunes Show to traveling families. Our team at Cartoon Network, created original artwork that brings the modern personalities of the Looney Tunes characters to life and the experience planes showcase them in a relevant and fun way like no other media venue can.” !!PRASHANTH MANI, GENERAL MANAGER, WEST, NOKIA INDIA “The Nokia Lumia branded plane with Jet Airways will surely brighten the day of its passengers with its vivid colours and execution. This has created a new marketing and consumer engagement benchmark.”!!ELIZABETH WAYLAND, HEAD OF MARKETING WITH THE DISCOVER DOMINICA AUTHORITY “No other venue is able to reach this international audience in a distraction free environment quite like this. We are proud to be the first [in the Caribbean] to take advantage of this unique advertising medium and educate travellers about our island.”!


MORE ABOUT GLOBAL ONBOARD PARTNERS WORLDWIDE LEADER Global Onboard Partners is the worldwide leader in out-of-home, in-flight graphic advertising specializing in professional, high-impact advertising displays on the interior and exterior surfaces of commercial aircraft. Graphics and programs require no reconfiguration of the aircraft and leaves no residue. Graphics can include augmented reality to bring advertising campaigns to life in 3-D imagery.!!FULLY CERTIFIED Global Onboard Partners is the only media company holding the required certifications to place advertisements in the most desirable locations inside commercial aircraft. Since our programs include much more than just tray tables and overhead bins, airlines are able to generate maximum ancillary revenue while maintaining their brand image.!!CUSTOMER-FOCUSED TEAM As each airline has unique needs, Global Onboard Partners is able to adapt any of our airline advertising programs to meet the requirements of our customers and follow through with detail and precision.!!PROFESSIONAL INSTALLATION Global Onboard Partners works with professional, top-quality operations teams assigned to each airline in many airports around the world to ensure each advertising campaign is installed with care, precision and speed around the clock.!


THANK YOU

Thank you for your attention and time. !!Please contact Global Onboard Partners for feedback and questions.!!KIRK ADAMS Chief Executive Officer!Global Onboard Partners!+1 404 488 5680!+1 404 339 [email protected]!http://www.globalonboardpartners.com!http://www.facebook.com/globalonboard!

Documents

ABOUT GLOBAL ONBOARD PARTNERS ABOUT IN-FLIGHT … · Global Onboard Partners is the worldwide leader in out-of-home, in-ﬂight graphic advertising specializing in professional, high-impact