There was a press release out today about SeeSaw Networks starting to sell the ad space for a network of screens installed in corporate aviation centres – essentially small airports for private and corporate jets.
This is an intriguing niche to go after.
The plan: park LCD screens in the lounges at dozens of these places and sell ads based on the notion of reaching an affluent, very hard to reach audience.
JetSet Media says it has 57 locations installed and reaches 1.5 million people a month – which sounds like a lot, but is actually less than 900 people a day at each of these places (on average). That’s because most of these planes take a handful of people, not scores of them.
Having never flown by private jet (damn my penny-pinching bosses!!!), I have no idea about the dynamics of these places. I would have thought you pretty much roll up in a limo, check with somebody or other, hop on the plane and get out of Dodge.
And if you do have to sit and wait, I have this image of people in power suits with their noses buried deep in Blackberries, documents or the Wall Street Journal until they get up and head for the plane.
So do they watch the screens? Dunno. The screens are REALLY busy, which will make SeeSaw’s job tougher.
Nonetheless, this is an interesting model and certainly an inventive way to get at people advertisers just aren’t going to reach through most types of mainstream media.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.