IAG Launches Media Business to Cash In on Connected Passengers: Exclusive

Photo Credit: IAG Media joins IAG Loyalty as a capital-light revenue driver for the European aviation group. IAG International Airlines Group (IAG) is launching a standalone media and advertising business as it looks to turn its huge investment in Starlink Wi-Fi into a revenue opportunity. The new company, IAG Media, will allow advertisers to reach the group's 122 million annual passengers through targeted campaigns, including personalized advertising on Starlink login portals and inflight entertainment systems. Speaking exclusively to Skift, IAG Media CEO Nacho Tovar and Josh Peckham, chief commercial officer, outlined plans to transform how advertising is delivered onboard aircraft, using high-speed connectivity to move beyond the same commercials being shown to every passenger. "Previously you got on board an aircraft... you were in this black box of no connectivity," explained Peckham. "Connectivity is the real driver of us being able to create that fully personalized experience." Tovar said the technology would help IAG build what he descri