Jetera says it has completed development of the core software for its much trumpeted targeted-advertising application for inflight entertainment systems.
The Connecticut-based company opened up shop with much fanfare in 2006 and since then has been promising big things for its Targeted Content Delivery System, designed to support insertion, delivery, targeting, financial reconciliation, analysis and other aspects of online advertising campaigns.
These claims began to take on some substance last September, when leading IFE hardware provider Thales Avionics announced that it had signed up to add the Jetera software to its TopSeries system, saying that the capability – based on Web 2.0 technology – would be commercially available from this year.
The core software “engine” includes ad delivery and targeting systems, associated logic with a software-configurable business-rules system, and robust logging routines for metrics and analysis. According to Jetera, it will support the delivery to in-seat screens of multimedia ads personalised to each passenger. “The ads will be timely and relevant to each passenger, based on when, where and how he is travelling,” says the company.
At a time when the airlines are casting around ever more desperately for new sources of ancillary revenue, Jetera chief executive Jeff McChesney continues to crank up expectation levels. “The production software forms the basis of our secret sauce and allows us to quickly and easily repurpose and customise for each airline’s particular needs,” he enthuses. “It also revolutionises the way ads are inserted into IFE systems by replacing the traditional labour-intensive method with a dynamic and highly responsive ad network.”
Advertisers will be able to insert ads monthly, weekly, daily and even between flights, according to McChesney: “As a result, they will pay premiums to manage much more effective campaigns, and the airlines will earn significant ancillary revenue in the process.”
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