Continental Airlines To Begin Selling Ad Space on Website – Targeting Hispanic Frequent Flyers?

Continental Airlines plans to begin selling ad space on its website. The airline company signed a deal with Winstar Interactive Media to sell advertising on Continental.com. The two entities hope the airline’s reach – 10 million unique monthly users – will be appealing to marketers. The move is an extension of other media platforms – such as in-flight magazines and in-flight video – which Continental offers to advertisers during the trip itself, the companies say [pdf].

According to the U.S. Travel Association, at least 76 percent of all U.S. travelers are using the internet to make travel plans. Frequent travelers are even more likely to make their travel plans online. “This is an ideal opportunity for advertisers to put their marketing message directly in front of a valuable and highly targeted audience,” says Winstar Interactive CEO Adam Guild.

Airline passengers are a “captive group of upscale consumers,” according to the Airline Advertising Bureau (the advertising sales agent for United Airlines). In addition to being frequent business travelers, this audience skews toward levels of upper management that make and influence important business decisions every day.

Interesting move. If Continental can keep the ads relevant to the passenger this could be seen as added value after booking your flight. As an hispanic advertiser it’s an interesting space to try as Continental’s Spanish-speaking site is rather complete and with their hub being in Houston they should have a rather strong Hispanic customer base.

Source: Media Buyer Planner

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