The Surprising Effectiveness of Wi-Fi Ads in Airplane Environments

I'm going to give you two examples that we do a lot that work really, really well. Over the last year, we've run multiple brand campaigns. Karen, what do you think the number one performing ad campaign for both awareness improvement for brand marketing as well as conversion from a brand marketing channel? What do you think it is? Okay, I'm going to say WI fi and airports. Correct. WI fi on airplanes was by far and away the winner because it turns out that when you're on an airplane you want WI fi and if like you have to watch an ad to get your WI fi that's like fairly effective in terms of that like you have this very contained audience, right? I'm talking about ad arbitrage here, Kieran. I'm just trying to give the people what they need. The arbitrage here is if you can lock your audience, if you can lock them in a confined space and they can't get out, then advertising is like really effective.