TAD Overall Presentation

7/31/2019 TAD Overall Presentation

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Targeted Advertising Solutions (TAD)

Generating Dynamic Advertising

on Passengers Print

-

At

-

Home

Boarding Passes


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Targeted Advertising (TAD) allows you to accurately

reach out to customers pre travel and be in the hands

of the passenger The earliest and most convenient

way to drive traffic and increase sales.

Exclusivity Only one advert appears on the document

Sponsorship based on your requirement e.g. Origin and Destination of flight (Airline dependant)

Directly targeted, zero wastage campaign Printed by the customer when in a travel mindset

Lasting shelf life - Message can be viewed from up to 30 days prior to flight offering excellent repeat

views and recall (Airline dependant).

The boarding pass is the 2nd most important travel document after your passport

Boarding pass is viewed on average 4.2 times before getting on board at multiple points of the journey

from home to seat (index. Page 8).

Multiple touch points - Boarding pass is viewed online and in print (All adverts first appear on screen

during the check in process in PDF format that means we can insert a click through link).

About Ink TAD


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Ryanair

6,600,000 passengers per month,

Europes largest airline by passengers

160 destinations in 27 countries

73% ABC1 - 54%/46% Male/Female

Targeted advertising bydate / origin / destination / route / IP

address

Ryanair TAD

All Passengers Into France: Sept/Oct/Nov/Dec 2011 = 1,287,000

All Passengers Into Germany: Sept/Oct/Nov/Dec 2011 = 1,361,000

All Passengers Into Italy: Nov 2011 = 1,097,000

All Passengers Into Spain: Nov 2011 = 1,042,000

All Passengers Into UK: Nov/Dec = 1,794,000

100% exclusivity

Cost per boarding pass = 35p (350,00 per 000)

Ryanair Targeted Advertising


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easyJet

5million+ passengers monthly

UKs largest passenger airline

75% ABC1 - 51% Male/49% Female

Targeted advertising by - date/ origin/ destination/ route/ gender

easyJet TAD

All Passengers Into France: Oct/Nov 2011 = 1,081,514

All Passengers Into Germany: Sept/Oct/Nov/Dec 2011 = 1,015,823

All Passengers Into Italy: Sept/ Nov 2011 = 1,091,766

All Passengers Into Spain: Oct/Nov/ Dec 2011 = 1,266,077

All Passengers Into UK: Oct 2011 = 1,701,082

100% exclusivity

Cost per boarding pass = 25p (350 per 000)

easyJet Targeted Advertising


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KLM 2,100,000 passengers per month

81% ABC1

65%/35% Male/Female

Targeted advertising by - month/ destination

Boarding pass (up to 72 hours before flight) and check in email

reminder (48 hours before flight)

KLM TAD

Global campaign 1.15million passengers = 65,000 per month

European campaign (including UK & Amsterdam = 55,000 per

month

UK campaign = 10,000

European campaign (excluding UK & Amsterdam) = 20,000

100% exclusivity

KLM Targeted Advertising


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Brussels Targeted Advertising

Brussels Airlines

500,000 + passengers per month

Belgiums national airline carrier

70 destinations across 38 countries

Targeted advertising by - month/ origin/ destination

Brussels Airlines TAD

35% of passengers per month = 175,000 Print-At-Home

boarding passes

All destinations for 1 month = 32,500

6 month campaign = 185,250

100% exclusivity


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Germanwings Targeted Advertising

Germanwings subsidiary of Lufthansa

850,000 + passengers per month

Hub airport Cologne

70 destinations +

Targeted advertising by - month/ origin/ destination

Germanwings TAD

35% of passengers per month = 297,500 Print-At-Home

boarding passes

All passes for 1 month = 47,450

All German passes for 1 month = 30,000

100% exclusivity both adverts spot to one client


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TAD Research

Ink proprietary research product

Online questionnaire hosted in-house

Boarding pass TAD ad image adapted as click-through survey invite

Objectives

Establish TAD brand recall

Passenger feedback on TAD offering

Frequency of TAD usage

Intent to purchase

Future considerations

Methodology

Quantitative self-complete online survey

Passengers incentivized with prize draw to win Apple IPAD

Survey performed for 2 week period August September 2011


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TAD Research

Headlines

383 completed responses

Passengers printing boarding pass or confirmation email

14% also completed survey whilst travelling (Mobile/Wifi)

63% leisure/37% business

International sample across three Airlines

Headline Results

61% could recall product brand on TAD

20% spontaneously recalled previous TAD brands

53% said they would consider purchasing a TAD advertised product

Passengers look at boarding pass average 4.1 times at 13 locations

64% would be interested in using mobile check-in app

64% interested in mobile boarding pass app

40% considered boarding passes good place to catch my attention


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TAD Research: At which parts of your journey do you look at your boarding pass?

87%

41%

4%

27%

13%

49%

19%

6% 5%

24%

54%

16%

1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

When

printing out

At home on

journey day

Office or

Work

Travelling to

airport

Drop-Off Check-in Hall Security

Search

Airport

Retail Area

Business

Lounge

Gate Area Boarding On Plane Transferring


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53

13

34

0

10

20

30

40

50

60 Yes

No

Don't Know

TAD Research: Purchase consideration


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TAD Research: Concessionaires

Ryanair Boarding Pass Campaign: 1st May 12 30th June 12

Campaign reach, 150,000 passengers

Offer 15% discount on all products

The promotion generated 3,127 transactions

2.1% uptake on offer

The promotion increased the average transaction value to 99 per passenger up from 64

Ryanair Boarding Pass Campaign: 16 Jan 12 to 16 Mar 12

Limited trial of 20,000 boarding passes

80% of turnover attributed to Perfume & Cosmetic

The promotion increased the average ticket transaction value to 41.50

143% return on investment (after ad spend)

Documents

TAD Overall Presentation