viewership and engagement in the future
will require that IFE systems have the
capability to guide passengers toward the
content that is most relevant to them,
based on personal preferences and the
environment in which the content is
being consumed.
COMMON DATABASE
The same database that fuels content
recommendation and discovery engines
for non-commercial content can be used
to target advertising and ecommerce
offers to specific individuals based on
their demographics and the
environment in which the
advertising and purchasing
opportunities take place,
thus driving up
advertising CPMs and
ecommerce buy-rates
(see ‘Is Inflight
Advertising in Crisis’?,
p100 of the March 2019
issue of Aircraft Interiors
International - available on our
website).
RIGHT: IN FEBRUARY
PANASONIC UNVEILED
INSIGHTS - A CLOUDBASED
PLATFORM, AND THE
LATEST SOLUTION SET
OF ITS ‘NEXT’ PLATFORM
19% of TV selections go to
destination content
(airline branded)
DATA ANALYTICS
27%
the top 20 movies
generate 27% of total
viewing activity
Valera (and this writer) sees
the role of the content service
provider in the future
migrating away from simply
selecting and licencing content
for onboard viewing, and moving
toward an assumption of
responsibility for curating content,
advertising, and ecommerce take-up
and buy-rates by collecting and analysing
data, and managing viewership and
engagement.
aircraftinteriorsinternational.com
062 SEPTEMBER 2019
A CONVERGENCE OF DATA
Personalising the passenger experience is dependent on personal data such as age, gender,
residence, profession, education, hobbies and tastes, which are restricted by GDPR and
may be spread over multiple databases. It is also dependent on ‘environmental data’ about
the flight, such as city pairs, destination, airports, seasons, weather, service class, business
vs leisure, etc, that may be subject to the data capture/analysis capability of the system.
FlightPath3D has suggested that much can be learned from environmental data alone,
where GDPR and passenger-permissions constraints limit the use of personal data.
Programmatic ad specialist, Inadvia has identified a third data category: content
adjacency. This means that advertisers can glean substantial information from simply
knowing what content a passenger was viewing at the time of exposure to an ad. The three
together, of course, represent the Holy Grail of passenger personalisation datasets.
in one to two days. Encoding/transcoding
in the cloud is significantly less costly than
in dedicated and specialised postproduction
facilities.
As for the 30-day exhibition licencing
model, this involves business decisions by
content providers. An airline could agree
to licence a fixed number of titles at one
time, but support that number of
exhibition slots with the complete output
of that content provider, moving titles in
and out of the exhibition slots dynamically
based on demand, with agreement from
the content provider.
Where does Netflix fit in? As direct-toconsumer
(D2C) streaming services began
to cannibalise satellite, cable and broadcast
television, major studios and content
providers were outsourcing much of their
D2C content rights to service providers
such as Netflix, while generally holding
“Airlines today have
access to more data
points than ever before”
David Bartlett, CTO of Panasonic Avionics Corporation
The value of analysing content
viewership data on a daily basis is
diminished considerably if the response
time to such data is limited by a 45 to
60-day content delivery supply
chain and a fixed monthly
exhibition cycle.
The 45 to 60-day content
delivery supply chain can be
significantly shortened by
movement into the cloud (see
‘Sharing the Secret’, p82 of
the September 2018 issue of
Aircraft Interiors International
- available online). In a proof-ofconcept
trial, Lufthansa Systems,
in conjunction with castLabs and
Amazon Web Services (AWS), has been
processing hundreds of digital files in the cloud every
month for more than four years, with the ability to push
most content from mezzanine source files to the aircraft
THE F UTUR E O F I FEC
/aircraftinteriorsinternational.com