WAEA: Panasonic ups ad action, introduces DVD-quality video

PANASONIC Avionics has riposted to rival Thales' announcement here of a tie-up with advertising sales specialist Jetera, unveiling a new addition to the strength of its OneMedia sales network. The Lake Forest, California-based IFE systems leader has also added MPEG-4 audio and video capability to its eX2 offering.

In-Flight Media Associates of Encinitas, California, specialises in video advertising to air travellers. The company is now active in OneMedia, which Panasonic put together to provide both the onboard software and the ground infrastructure needed to deliver targeted, regularly updated and concise content and advertising to the in-seat IFE.

OneMedia gives the airline desktop Web tools with which to select the advertisements to be displayed on the basis of targeting criteria, and generates and delivers online reports of impressions delivered, click-through rates and data acquired. Advertising formats can include click-through banners, rich media within the video content, electronic magazines and microsites.

"The OneMedia application delivers measurable ad impressions and click-through options in the same way as general online advertising, but to the affluent and captive audience that only the airlines can offer," says In-Flight Media Associates chief executive Grant Rabjohn.

Panasonic has also teamed with Emirates of Dubai and Walt Disney to add the ability to deliver MPEG-4-quality digital content to the top-of-the-line eX2. IFE systems have hitherto used either the higher-compression, lower-quality MPEG-1 or the low-compression, DVD-quality MPEG-2 standards, forcing airlines to choose between larger libraries of low-quality media and smaller collections of high-quality material.

MPEG-4 supports DVD-quality pictures with file sizes similar to those of MPEG-1. This allows the airlines to carry more video that offers exceptional picture quality while consuming less storage space and delivery bandwidth on the IFE system.