New Comtrade application, Adnexa, could boost airline revenue through targeted advertising
February 27, 2018
Airlines could benefit from targeted advertising.
At the Aviation Festival in Singaport, Comtrade Digital Services announced Adnexa, a digital platform that it anticipated could help airlines earn an additional €6 million in ancillary revenue per year.
The application enables advertisers to create custom-made campaigns which will be matched with passenger profiles within their target audience.
Through the highly-advanced platform, airlines will not only have control over what advertising content their passengers are exposed to but also through which channels, be it boarding passes, booking confirmations or in-flight entertainment. The tool will help to grow profits for airlines by generating a steady and easily-managed revenue stream.
As well as creating additional revenue, Adnexa will improve the passenger experience, allowing travellers to only see advertising content that is relevant to their personal profile and travel preferences. This, in turn, makes the campaigns more targeted and effective.
Adnexa is built to manage a high volume of advertising placements and helps to turn these impressions into revenue without burdening either airlines, advertisers or passengers with unwanted technology.
“The airline business is being commoditised and pressured for profits. Airlines need to look into their digital assets and monetise them properly, so they can be successful in the new era. Targeted advertising is a great additional revenue stream that airlines have not embraced yet in a fully modern and digital way. Adnexa allows them to do this in a simple way, covering multiple channels and maximising the return.
“The platform not only allows airlines to improve the experience of the customer and capitalise on advertising space, it also enables advertisers to deliver campaigns to specific audiences and leverage valuable data. Furthermore, and of utmost importance in this day and age, Adnexa facilitates this process in an automated and secure way. It truly is one of the most advanced and targeted tools on the market which benefits everyone involved.”
- Marko Javornik, VP/GM Mobility & Travel at Comtrade Digital Services
The highly adaptable solution, which can be tailored to the specific needs of an airline company, utilises an advanced algorithm to create a seamless and transparent auction-based digital advertising marketplace, allowing advertisers to submit pre-paid campaigns which leverage passenger data. This means that targeted advertisements are served to individual passengers on individual routes, automatically. It also means that advertisers can fine-tune their campaigns and track the success of same in real-time.