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Ink 2017: Partnerships, Advertising and Fake News

Simon Leslie

With the new year comes exciting new partnerships, projects and publications. January will see the release of the annual airline passenger figures, which means Ink’s audience reach is likely to exceed 800 million. While that’s a pretty exciting statistic in itself, there are plenty of other things happening at Ink and around the industry that we’d like to share with you.

Ink takes off

2017 starts with a bang for us here at Ink, as we are partnering with Qatar Airways and working on the relaunch of their luxury inflight magazine Oryx.

The first issue was published on January 1st 2017 and each upcoming edition will take on a new theme each month: art, style, architecture, speed, taste and the future. Featuring both Arabic and English content, Oryx will be available to all of Qatar Airway’s 30 million passengers. Inspiring travellers and advertisers alike.

In February, Ink will be launching a new series of video content for United. Starting with Havana, the video will feature a fresh look at destinations round the world, enticing passengers to plan and book their next trip.

Following the theme of New Year newness are Ink’s new title launches: Oryx for Qatar Airways and Silk Air, as well as three relaunches for the world’s largest airline, American Airlines.

As you can see, the next few months are looking strong for us and we’ll be excited to tell you all how it’s gone.

Things to look for in 2017

1.    Social media advertising

According to a recent CNBC report, global advertising spend on social media is set to overtake newspapers within the next four years. Advertising on platforms like Facebook, Snapchat and Twitter will account for 20 percent of all internet advertising in 2019, up from 16 percent in 2016, according to the report.

While we don’t believe this will have any impact on us, this year could prove to be another challenging year for the traditional newspaper. Meanwhile, high-end, luxury magazines are flying off the proverbial shelves. #sorrynotsorry!

2.    Virtual reality

 

Virtual Reality and ‘near VR’ gives travellers the experience of ‘trying before buying’. Give passengers a taste of a Business Class seat, a walk around a premium luxury hotel’s penthouse suite or perhaps even views of an azure blue sea from the golden sands of a Caribbean beach. The possibilities are endless.

And whilst this is tipped to be a hot trend in travel, companies should make sure they focus on VR as useful content instead of just gimmicky visual effects. We know that what consumers really want is something they know is good value and that smells of money. Our magazines offer that, and VR certainly can, given the experiences on offer are premium enough. Have a look at the below. It’s seriously cool.

Virgin Holidays In-Store Virtual Reality Headsets

3.    Fake news:

Here’s a curious thing that is truly emblematic of 2017: Advertisers are pushing to keep brands away from 'fake' news. Kellogg and other big brands are pulling ads from the questionable site “Breitbart”, and they are asking themselves whether they want to be associated with controversial or extreme political content. It’s clear that brands are wanting to have more control over where their ads are placed digitally.

2017 is set to be an exciting year of upheaval for the advertising industry, and one that is bound to be full of surprises along the way. Whatever the universe throws at us though, we’re confident that we’ll be able to produce our award winning, industry defining magazines.

4.    Viewability

According to a recent report, UK advertisers wasted over £600 million on non-viewable online ads last year, with around half not meeting the standard of being 50% in view for at least one second. Expect brands and agencies to continue pushing for better measurement of viewability, as well as much improved optimisation - particularly on programmatic campaigns. 

So, if you have media purchasing power and you want your brand to benefit from Ink’s nearly 800 million customers worldwide, talk to Ink.

Inflight audiences are engaged and hungry for your advertising dollars. In fact, inflight audiences are 50% more receptive to your ads! Download our comprehensive research piece here.

We are travel media. 

 

Want to know more? Talk to us.










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