Immfly and Inadvia Launch Programmatic Video Advertising on Iberia Express

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Iberia Express

Image via Wikimedia Commons

APEX Insight: With US programmatic digital video ad spending set to surpass $13.43 billion next year, Immfly, through its partnership with Inadvia, has become the first wireless IFE provider to offer programmatic advertising in flight without the need for an off-board connection.

Tim Letheren Inadvia

Tim Letheren, director, Inadvia

Wireless in-flight entertainment provider Immfly announced today that it has partnered with Inadvia, a video advertising trading platform, to bring programmatic video advertising aboard Iberia Express. The collaboration makes Immfly the first wireless IFE provider to offer programmatic advertising in flight without the need for an off-board connection.

Increasingly popular in traditional digital media environments, programmatic advertising platforms rely on software-driven algorithms to automate the buying, placing and optimization of digital ads through a real-time bidding system. Unlike the traditional ad buying process, which can involve requests for proposals and back-and-forth negotiations that can require many employees, programmatic advertising accelerates and simplifies the transaction through automation.

For its first campaign with Iberia Express, Inadvia created a marketplace that shared the available ad opportunities on Immfly’s IFE portal with potential advertisers. Thirty-second video ad spots, which air ahead of music videos on Immfly’s streaming portal, were secured by DSP VE on behalf of Teufel, a German audio equipment brand.

“We are seeing consistent above-industry-average performance on video advertising metrics.” – Tim Letheren, Inadvia

The campaign launched on Iberia Express on December 15 and is ongoing. “We are seeing consistent above-industry-average performance on video advertising metrics,” says Tim Letheren, director of Inadvia. According to Letheren, Inadvia’s programmatic ecosystem can leverage rich passenger data from IFE providers so that advertisers can more effectively target potential customers.

A recent eMarketer report forecasts that US programmatic digital video ad spending will surpass $13.43 billion next year, accounting for more than 75 percent of all digital video ad spending. “There has been a huge shift in video advertising towards programmatic trading, especially in higher-value brand budgets, and programmatic video budgets are growing at a furious pace,” says Letheren.

In introducing programmatic advertising to in-transit media markets – Inadvia also provides for high-speed train and intercity coach lines – Letheren expects to draw interest from new advertisers and “open up brand new sectors that traditionally haven’t advertised in flight before.” And although initially conceived of as a personal device-based solution, as embedded seatback systems become more sophisticated, he sees potential business development there, too.

While Immfly’s airline customers also include easyJet and XL Airways, no formal plans to bring Inadvia’s advertising technology to these airlines have been shared.

 


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