Eyes in the sky
Rethinking the media mix in the age of attention deficits
Eyes in the sky
Rethinking the media mix in the age of attention deficits
Marketers have never had more channels to play with. But genuine attention? That’s in short supply. Brands might want to look up for engagement that sticks.
Attention is one of marketing’s most valuable (and elusive) currencies – but right now, it’s hitting turbulence. The media world is overflowing with content, distractions, and diminishing returns. Consumers are constantly scrolling, swiping, skipping – and increasingly ignoring – ads, leaving many marketers running out of places to truly connect with their audiences.
But while the industry debates the next big thing on the ground, one high-potential channel has been quietly gaining altitude. It doesn’t rely on third-party cookies. It isn’t overloaded with competition. And it doesn’t have to fight for fragmented seconds of screen time.
In-flight advertising is shaking off its legacy image and emerging as one of the most compelling – and underused – tools in the modern marketer’s playbook. And thanks to new technology platforms transforming how in-flight media is planned, bought and optimized, it's becoming easier and faster for brands to access than ever before.
As consumer habits shift, privacy rules tighten, and omnichannel strategies evolve, it’s time to ask: is your brand missing a high-attention opportunity sitting right above you?
Attention is one of marketing’s most valuable (and elusive) currencies – but right now, it’s hitting turbulence.
When and where attention is at its peak
“Passengers aren’t distracted. They’re actually looking to be entertained, informed – and connected.”
Chris Demange, vice-president, Viasat Ads
Consumers today are rarely “off.” But when they’re on a plane, something changes. They’re between destinations, unplugged from daily demands, but still plugged in. Viasat’s 2024 Passenger Experience Survey shows that 62% of passengers say they’d rather connect to Wi-Fi for entertainment than sleep or sip a drink – making it the most popular way to pass time on a flight. That’s not just a preference, but a shift in behavior. The modern traveller is digitally switched on, even at 35,000 feet.
It's in that rare moment of stillness where brands have a chance to meet audiences in a mindset that’s curious, relaxed, and open. “In-flight is where the attention economy flips,” says Chris Demange, vice-president at Viasat Ads. “Passengers aren’t distracted. They’re actually looking to be entertained, informed – and connected.”
Higher altitude, higher attention? It’s Possible: The Drum sits down with Matt Miller, director of advertising at Viasat Ads to unpack why in-flight advertising is a future-facing solution to one of marketing’s biggest challenges.
It’s not just anecdotal. In-flight dwell times are significantly higher than digital norms, with Viasat seeing view-through rates of up to 99% on sponsored content. Every impression is verified, every engagement real – no bots, no wastage, no fraud. Passengers are more likely to engage with branded content – especially when it enhances their experience (think free Wi-Fi or premium entertainment access). With fewer distractions and less competition for eyeballs, campaigns have room to breathe. It’s no longer dead time. It’s media time.
of passengers say they’d rather connect to Wi-Fi for entertainment than sleep or sip a drink
Omnichannel needs altitude, too
“These aren’t just ads; they’re part of an intentional, high-impact customer journey.”
Chris Demange, vice-president, Viasat Ads
Marketers have spent years perfecting cross-screen, cross-platform journeys, but many are still leaving the in-flight moment on airplane mode. That’s a missed opportunity.
Viasat’s research shows that 87% of passengers are happy to watch ads in exchange for free Wi-Fi – which flips the script on traditional digital ad fatigue. For marketers, it’s a rare value exchange: meaningful reach, zero fraud, and a consumer who actually sees the benefit of brand engagement.
“Done right, in-flight advertising isn’t just a standalone channel – it’s an extension of the broader brand experience,” says Demange. “We’re already seeing destination-led thinking shift how brands approach planning. These aren’t just ads; they’re part of an intentional, high-impact customer journey.”
Whether it’s reaching professionals en route to global industry events, or tailoring messaging to key leisure travel routes, the airspace between take-off and landing is fast becoming a media moment that can amplify, extend, or even anchor a campaign. In-flight targeting now makes that not only possible, but measurable.
Catch them while you Cannes: Viasat Ads’ Chris Demange tells The Drum why in-flight media is a critical touchpoint for brands chasing relevance around big cultural moments, to own the entire journey from the first to last impression.
of passengers are happy to watch ads in exchange for free Wi-Fi
A new model for media simplicity
As the value of contextual, consent-driven advertising grows, the model for in-flight media is also evolving. New platforms are removing legacy complexity. Traditionally, in-flight campaigns were clunky and slow – planned months in advance, brokered airline-by-airline, and delivered more like static billboards in the sky than dynamic media.
Viasat Ads is changing that. With a unified platform that spans multiple airlines, marketers can now launch real-time, targeted campaigns with the speed and precision they expect from digital channels on the ground. Now, they can tap into large networks through single access points, target campaigns by route or region, and even monitor results in real time.
That evolution is what’s powering a quiet revolution. Behind the scenes, companies like Viasat Ads are helping to transform the in-flight experience – blending connectivity, entertainment and advertising into a seamless platform. And for marketers, it’s a new way to plan smarter, reach better, and engage more meaningfully – without having to add more layers to an already overstretched stack.
Viasat’s research finds that 71% of passengers now prioritize access to their own personalized streaming services on board – whether that’s Netflix, Spotify or beyond. And 94% still prefer to use their own devices over seatback screens, highlighting just how important seamless digital continuity is to the in-flight experience.
With campaign formats that include sponsored Wi-Fi, contextual video pre-rolls, and live-TV integrations, brands can now connect with passengers mid-flight, and guide them straight into digital journeys the moment they land.
of passengers now prioritize access to their own personalized streaming services on board
of passengers prefer to use their own devices over seatback screens
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The sky’s not the limit – it’s the opportunity
“At Viasat Ads, we’re making it easier than ever for brands to tap into one of the last great frontiers of premium attention.”
Chris Demange, vice-president, Viasat Ads
In-flight advertising might once have been seen as niche. But in today’s climate of fragmented attention and performance pressure, it’s looking more like an overlooked competitive edge.
The future of omnichannel isn’t just multi-screen – it’s multidimensional. And as media planners rethink what premium attention really looks like, the skies offer something rare: an environment where consumers are present, open and ready to engage.
“At Viasat Ads, we’re making it easier than ever for brands to tap into one of the last great frontiers of premium attention – delivering smart, scalable campaigns that meet passengers where they are, in the moments that matter most,” says Demange.
Where once the skies were a fragmented, slow-moving ad space, today they’re becoming a dynamic, real-time channel. Viasat Ads is at the forefront of this new era – proving that high-attention, premium media moments don't have to be hard to reach. The journey can be the destination. For brands willing to take a fresh look at the flight path, there’s still plenty of altitude left to gain.
Key takeaways
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