A centralised marketplace designed to enable advertising agencies to browse and purchase digital inventory directly from airlines has been revealed by Spafax at APEX Expo 2023 in Long Beach, California. The system, named Spafax AdConnect, is intended to create a self-service buying experience that closely resembles the programmatic buying systems that many agencies are accustomed to using, but with greater brand security and controls for airlines. Built on the foundations of the Salesforce and AWS systems, Spafax AdConnect has an offline functionality that caters to the needs of inflight advertisers.
Spafax says the platform can also be used to navigate the entire passenger journey with relevant and contextual opportunities. For example, AdConnect can assist agencies in pinpointing crucial moments, such as at home or time of booking, at the airport, on arrival or at the destination, and identifies channels such as airline websites, mobile apps, notifications, airport lounge screens and onboard IFE systems.
The platform has been designed to give airlines autonomy to present their digital inventories to specific approved agencies, enabling exclusivity and a way for airlines to maintain authority over pricing and advertisers. The system also facilitates shorter lead times for advertising campaigns by automating workflows, and provides detailed reporting on financials for airlines, as well as insight into campaign performance for brands and agencies.
For agencies, AdConnect is designed to deliver a hassle-free experience in purchasing airline digital ad space, offering varied inventory options with the security of IAB standard digital formats. It also provides advanced ad serving functionality, live data, and other tools that can help ensure that campaigns resonate with the right audiences.
