TV networks invited to pitch for Qantas in-flight ad service

Qantas is seeking to update the advertising model for its inflight video service and has invited all the major free-to-air TV networks to pitch for the business.

Olivia Wirth, Qantas group executive for marketing said the airline wanted to move away from the traditional form of television advertising with ad breaks between shows to have a mix of display and banner ads as well as sponsored content on dedicated channels.

She said the technology on Qantas flights will also allow advertising to be tailored for passengers in first, business or economy class and Qantas was going to the market seeking fresh ideas.

Incumbent advertising partner Bauer Media Group has been invited to pitch for the business, as have the TV networks SBS, Seven, Nine, Ten and Foxtel. Bauer has managed onscreen advertising on board since 2001 and also manages the in-flight magazine, which is not part of the review.