Sell every seat on the plane
Ariel Geifman
Airline campaigns' ROI can be boosted by optimising the online media choice, the ad's frequency, sequence and the use of rich media
In the face of falling demand and the resulting over-capacity, airlines are scrambling for revenue wherever they can. At the same time, easily available online fares and schedules, and aggressive promotions, are commoditising the airline industry.
The easiest way for airlines to boost profitability is to sell every last seat, since the incremental cost per seat is only a coke and peanuts (for the airlines that offer this). Dynamic online...