Global Eagle Entertainment Inc. has partnered with leading cloud mobile marketing platform, Waterfall, to help advertisers run mobile customer engagement campaigns on GEE’s AIRtime platform.

Waterfall’s cloud mobile marketing platform uses a combination of  mobile engagement solutions and customer relationship management (CRM) technologies which help advertisers plan and engage with airline customers on mobile platforms.

Advertisers on GEE’s wireless in-flight entertainment and connectivity solution, AIRtime, can capitalize on Big Data to personalize their campaigns as they target potential customers. As GEE and Waterfall indicate, this refined targeting will lead to a better passenger experience, enabling passengers to view segmented adverts on their mobile devices during the flight, customized to their interests.

“In-flight advertising today is still a relatively untapped business opportunity for both airlines and advertisers,” says Robin Cole, vice-president of Marketing and Global Business Development at GEE. “Through Waterfall’s platform, we’re able to support airlines with their ancillary revenue strategies, as well as advertisers looking to invest in the unique in-flight environment through our wireless in-flight entertainment solution.”

“The biggest brands in the industry have already adopted mobile messaging as a part of their advertising strategy so it makes sense to extend this to passengers inflight who are looking to be entertained, engaged and informed by brands offering new and interesting products, services or offers,” Cole tells us.

Headquartered in San Francisco, with offices in Atlanta, Austin, Boston, Los Angeles and New York, Waterfall was founded in 2005. The company describes itself as “the evolution of mobile engagement and CRM.” Its clients include ABC, FedEx and Microsoft.

“Our partnership with GEE is a great opportunity to bring mobile engagement to the in-flight advertising market,” says Michael Weaver, senior vice-president of Business Development at Waterfall.