Inadvia Brings Programmatic Advertising to Lufthansa Systems’ BoardConnect
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APEX Insight: Lufthansa Systems’ partnership with Inadvia will give airlines the opportunity to increase advertising revenue.
Lufthansa Systems is following in the footsteps of Immfly and working closely with programmatic in-flight advertising specialist Inadvia to increase advertising revenue through its BoardConnect wireless in-flight entertainment (IFE) platform.
“Lufthansa Systems have consistently shown us how forward-thinking they are in their adoption of some of the necessary standards the advertising and media industry require to invest, and that makes them a wonderful partner for Inadvia,” said Tim Letheren, Inadvia’s director. “Working with BoardConnect gives us an opportunity to display how programmatic advertising allows the highest possible sell-through rates, incredibly competitive revenue yield, and provide passengers with more relevant advertising than ever before.”
Inadvia allows in-flight advertisers to access the global digital programmatic marketplace, which automates the process of buying and selling media. Previously, it has been inaccessible to IFE systems because of the need for a connected environment, but Inadvia’s solution is able to work both on and offline.
“How to monetize the entertainment and connectivity offerings is always a crucial topic for our airline customers. That’s why we are delighted to be partnering with Inadvia,” commented Jan-Peter Gaense, head of Passenger Experience Products & Solutions at Lufthansa Systems. “Our BoardConnect open aircraft IT platform has all of the necessary advertising standards built in already, and we believe the integration of the Inadvia capabilities on the platform represents the strongest possible approach in the market today.”
The news about programmatic advertising with Inadvia complements Lufthansa Systems’ new partnership with optile, an open payment solution enabling passengers to make convenient in-app purchases for digital content and shopping services, thus helping airlines maximize their ancillary revenue potential. With optile passengers only need to enter their preferred payment method – options are diverse, including AliPay and PayPal – and data in the airline app once before they can start paying with a single click.