It's always been difficult to make destination videos pay, but a captive audience headed to specific destinations may offer opportunity where broadcast and online video have failed.
Inflight magazine publishers have been doing it for years – offering airlines a slice of the revenues generated from advertisements in the magazines they publish on their behalf. The inflight magazine model has proven to be a win-win-win for airlines, advertisers and passengers, as it puts products and services in front of some of the most captive audiences in the world.
Now a company that has been publishing hardcover visitor guides for cities throughout the United States – utilising on the ground a similar model to inflight magazines – is readying to take its approach to the skies. But instead of offering a paper product, the firm, called A Look at Media Ventures, will offer destination-specific programming on inflight entertainment (IFE) screens. And, crucially, it will pay airlines for the pleasure.