Southwest and Alaska Airlines have already begun to test Row 44-enabled Wi-Fi. When fully implemented, the new ad delivery network will make it possible for advertisers to target the coveted "business traveler" demographic. The system is expected to launch fully this fall.
The company doesn't specify exactly how the ads will appear, whether via pre-rolls or some sort of browser framing experience. Row 44's Skytown Center is mentioned as one place where ads will appear -- a virtual shopping mall and content portal unique to specific airlines. Perhaps a mandatory stroll through the virtual mall will be required for entry into the wild and wooly internets.
While it will technically be up to the individual airlines to set pricing accordingly, the advertising support is meant to defray the otherwise significant infrastructure cost an airline would pay to set up and maintain in-flight broadband service. While it's certainly not always the case, the hope is that the airlines will pass on the savings to the consumer and either lower or eliminate the cost of Wi-Fi on flights.
The service sounds like a boon to consumers, who will benefit from free or lower-cost Wi-Fi (that's hopefully not too caged by the ad experience). It should be a good opportunity for advertisers as well considering a recent study by the Wi-Fi Alliance showing that 76% of business travelers would pick an airline based on Wi-Fi, and more than 70% would choose Wi-Fi over a meal service.
When you travel, do you pick your flights based on Wi-Fi availability? Would you leap at the chance for a free hot-spot in the air, or are you content to shell out a few bucks for an ad-free experience? Let us know in the comments.