Category: In the News

The hype around generative AI has marketers in a bit of a tizzy. C-suite executives from the CEO to the CFO and CMO are pressuring their marketing departments to adopt AI — but oftentimes without a coherent strategy or the necessary tools. 

Those are the top-line findings of new research released yesterday from marketing intelligence platform Supermetrics. The 2026 Marketing Data Report, basically shows a gap between AI ambition and operational reality in marketing departments that’s only getting wider.

Which explains why agencies continue to beef up their AI smarts — as a means of helping to guide their clients through the morass of knowledge, strategy and technology to implement gen AI. 

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Between struggling to be remembered in a sea of ads overwhelming consumers and guaranteeing actual people see an ad, many advertisers continue to battle with ad fatigue, low recall, fraud and more. However, one environment has proved a standout: in-flight advertising.

In-flight advertising offers the advantages of OOH and digital, delivering messages directly to a captive audience of real people who have time on their hands. It’s a digital channel, so marketers can accurately track performance — and bots can’t access these in-flight portals, so every click, view and impression is legitimate.

The in-flight audience is also highly engaged, educated, more likely to have a high income, recall ads, etc. — enabling advertisers to reach their target audiences more effectively.

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