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Moving maps tie passive advertising with passenger experience

PXPoint, technology created by PXCom which allows points of interest on Betria Interactive’s moving map system – FlightPath 3D – to become interactive using related information such as text, pictures and QR codes, is now available worldwide.
Cyril Jean, head of onboard entertainment solutions for PXCom, explains, “FlightPath 3D's standard points of interest content suite is an informational catalogue that includes a set of major/common locations mixed in with sponsored locations. Betria's team curates a standard content suite that is used across all of their airline customers.
“The PXPoints are the ability for a local property owner to ensure their location is included in the content suite at a reasonable cost point that ensures we cover the cost of curating the content, so it doesn't drive ancillaries for the airlines.
“PXPoint is distinct and different from traditional advertising as it typically provides property information and basic source attribution, allowing the property owner to control messaging about their location. Tourist destinations are likely subscribers to this type of passive advertising.”
Jean says that from the traffic pattern and behaviour analysis they do on a sample basis, it’s clear the promotion for the destination to which a flight is bound is the most responsive.
PXCom also claims moving maps have become the second most popular form of in-flight entertainment, after watching in-flight films and television. According to Betria Interactive, passengers on a six hour flight spend an average of one hour and twenty eight minutes viewing the moving map, opening an average of 95 PXPoints.
“Providing a combined entertainment and relevant information delivery platform provides the perfect medium to engage the passenger for extended periods of time,” states Jean. “This is an extremely valuable audience for a sponsor to message to and at the most opportune time when the passenger is the most receptive to, and in need of, the value of that message. It is one of those rare times when it is a real win-win-win for passenger, airline and advertiser.”
How will the moving map system evolve in the future? Jean predicts, “As PXCom, and our innovative partners like the FlightPath3D team, work more closely with airlines to build up their ancillary revenue models, we will begin to work toward integrating with their customer loyalty programs to potentially tailor experiences to the passengers expressed interests. The objective is to make the experience as relevant as possible to all parties.
“For the moment, only Betria's FlightPath 3D offers such interactivity level. However, technology evolution will hopefully make this model of connecting to passengers ubiquitous regardless of the airline, region, advertiser and technology product vendor.”

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