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      Join the In-Flight Advertising Conversation at APEX EXPO

      September 19, 2017  | Written by Howard Slutsken
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      APEX Insight: APEX 0415, a technical standard that enables the fully digital delivery of IFE content, will facilitate tracking of airborne content and advertising consumption. Attend the “Content Delivery Ecosystem” session at APEX EXPO to learn more.

      The digital ecosystem is exploding as we consume content on all sorts of devices, and just about everywhere, including in the air. This global, highly fragmented market has become a huge challenge for advertisers to accurately measure who’s watching what, and when.

      “Airlines have said forever that they want in-flight advertising to pay for everything, and of course, it never has,” said Michael Childers, chair of the APEX Technology Committee. “But we do now have the opportunity to come as close as ever to making that happen.”

      Earlier this year, a new APEX technical standard was adopted to enable the fully digital delivery of in-flight entertainment (IFE) system content. “APEX 0415 outlines how we can shift away from the physical delivery of media, to a digital, wireless, cloud-based delivery workflow. And that’s occurring while the broad advertising industry is saying, ‘we have to figure out a way to measure digital viewing,'” said Childers.

      “If the only way that we’re going to be qualified to be paid for the eyeballs that we’re getting in the sky is if we have a way to track the viewers, then APEX 0415 will make it a lot easier to develop that software.”

      “We’re going to have a robust conversation about advertising.” – Michael Childers

      On Education Day at APEX EXPO 2017 in Long Beach, Childers will host a session that will delve into the technology of digital delivery and explore the opportunity of working with the advertising community to track airborne consumers of content and advertising. He’ll be joined by Bryan Rusenko, APEX technical director, and Michael Stattmann, CEO, castLabs.

      “I really want people to attend our session, because we’re going to have a robust conversation about advertising,” said Childers.