Sony reports campaign success from in-flight ads

In-flight advertising on airline tray tables is more effective than airport perimeter advertising, according to research by Sony Ericcson and Inviseo Media.


Sony Ericsson, which ran a campaign in Ryanair planes last November for its W910i Walkman mobile phone, questioned consumers who were exposed to the ad, which was planned and bought by Mediaedge:cia and Kinetic's international transport division, Aviator.

When asked to recall advertising that they had seen either during the flight or at the airport, 28 per cent of respondents recalled the ad unprompted, while 25 per cent said they were likely or highly likely to purchase the product as a result.

Of those asked, 59 per cent said they pay more attention to in-flight rather than airport advertising