Viasat Showcases In-Flight Advertising Potential at SXSW 2025
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At South by Southwest (SXSW) 2025 in Austin, Viasat made a bold statement about the future of in-flight advertising, showcasing how brands can connect with air travelers in a way that is both targeted and scalable. Positioned just outside the festival’s advertising hub, Viasat’s activation drew global advertisers, airlines, and marketing professionals eager to explore the company’s ad-supported connectivity solutions.
On Sunday, March 9, 2025, APEX Insights discussed Viasat’s innovations with Viasat Director of Product Marketing for Aviation & Advertising Solutions Kelsey Goodman and Viasat Senior Marketing Manager for Aviation Isabella Lenhoff, focusing on how the company is revolutionizing in-flight advertising.
“We’re here connecting with like-minded brands,” Goodman explained. “South by Southwest is an awesome opportunity to meet people who want to do things differently in advertising. Viasat Ads is a great example—bringing connectivity into the in-flight space and allowing advertisers to serve a more dynamic, targeted experience to passengers.”
Viasat’s ad network enables brands to reach travelers across multiple airlines, offering a scalable alternative to individual airline advertising programs. The company currently works with 12 airlines, including American Airlines, JetBlue, Virgin Atlantic, Aeroméxico, Azul, Breeze, Porter, and Neos.
A Global Approach to In-Flight Advertising
Viasat’s presence at SXSW highlighted the increasing demand for targeted, data-driven advertising within the airline industry. The company’s ad platform allows brands to reach travelers based on their destinations, making it a valuable tool for marketers looking to engage a high-income, captive audience.
“We’ve been incredibly impressed by the global audience we’ve encountered here,” Lenhoff shared. “For example, Azul is one of our airline partners, and we’ve met multiple Brazilian advertisers. Being able to intentionally match advertisers with airlines ensures that we’re bringing the best possible partnerships to the industry.”
Unlocking Free Wi-Fi Through Sponsored Ads
One of the most compelling aspects of Viasat’s ad-supported model is its ability to offer passengers free in-flight Wi-Fi in exchange for engaging with sponsored content. This approach benefits both travelers and airlines while giving advertisers a unique opportunity to reach consumers in a focused setting.
“Just as a human who travels every single week, I find it fascinating to hear people’s reactions when we say, ‘You can unlock free Wi-Fi with an ad,’” Lenhoff noted. “For many, that’s a game-changer—whether it’s avoiding another travel expense or keeping kids entertained on a flight. The ability to provide this experience in a way that benefits everyone is really exciting for us.”
This aligns with broader trends in media consumption, where ad-supported models have become mainstream across streaming services and digital platforms. Viasat is now bringing this familiar model into the airline industry, allowing passengers to access connectivity while brands gain premium exposure.
The Viasat “Wheel of Adventure”
One of the standout features at Viasat’s SXSW exhibit was the “Wheel of Adventure,” an interactive display showcasing the variety of ad formats available to brands. From sponsored internet access to pre-roll ads in in-flight entertainment, the platform provides a range of options for advertisers looking to engage airline passengers.
“Our activation is all about showing advertisers the wide variety of ways they can connect with passengers,” Goodman explained. “For example, if a brand wants to target all red-eye flights or travelers heading to a specific destination, we can facilitate that in a way that makes sense for both the advertiser and the airline.”
The wheel also highlighted the seamless integration of Viasat Ads across its airline partners, ensuring brands can reach the right audiences without requiring individual deals with each airline.
Expanding the Reach of In-Flight Advertising
Viasat’s ability to connect advertisers with travelers extends beyond just digital ads. The company’s new “Audience Explorer” tool enables brands to map out potential advertising campaigns based on flight routes.
“We’ve been able to walk our advertising partners through the process and ask, ‘What’s your dream destination? What’s your dream ad campaign?’” Lenhoff explained. “If an advertiser wants to target every flight into Los Angeles, we can show them exactly how many routes could be connected for a more intentional ad strategy.”
This level of targeting provides a major advantage for brands, particularly those in the travel, hospitality, and luxury goods sectors. Airlines also benefit from the additional revenue generated through ad-supported connectivity, which can help offset operational costs and enhance the passenger experience.
A Growing Ad Network with More to Come
As Viasat continues to expand its in-flight advertising network, the company remains focused on delivering value to airlines, advertisers, and passengers alike. While specific case studies on advertiser success have yet to be publicly released, Goodman hinted that more data would be available soon.
“We’ve got several more airlines coming online this spring, which is really exciting,” she said. “The interest from brands and advertisers has been incredible, and we’re just scratching the surface of what’s possible in this space.”
With airlines increasingly looking for new revenue streams and travelers expecting more personalized experiences, ad-supported connectivity is poised to play a major role in the future of in-flight entertainment and broadband.
“Air travel audiences are highly valuable for advertisers,” Goodman emphasized. “We know where passengers are coming from, where they’re headed, and that they’re in a unique mindset while traveling. That makes in-flight advertising an instantly recognizable and highly desirable market for brands.”