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United Airlines passengers to see targeted ads on seat-back screens
(www.cbsnews.com)
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this post was submitted on 07 Jun 2024
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The thing is, it's only a ROI if any of those passengers converts to a buyer. The act of seeing an ad creates no value for the manufacturer unless they are converted to a buyer. What you are describing is a market that has the consumer (ad watcher) almost completely removed from the conversion of capital. Being forced to watch an ad, in this case, only benefits the airline by their receiving ad revenue. The passengers are nearly supflourous.
ROI from adverts is always a shitshow though. If you come off a plane and see and buy it, is it because you just saw an advert for it, or were you always going to buy it. There is of course stats that may show number of impressions vs. total purchases trend, but its still just massive correlation that I imagine there is a bunch of people pulling spreadsheets together to justify their marketing spend. Anecdotally, I've heard of data teams working with marketing teams and just going "whelp, whatever you need to justify your job", etc.
Real ROI via direct sales though, that's somewhat measurable since you have a direct cost of acquisition (sales person salary, overheads, etc) vs revenue.