Ryanair to put targeted ads on boarding cards

RYANAIR is teaming up with publisher Ink to create customised ads on home-printed boarding passes, which target fliers based on their travelling routes.

The budget’s in-flight magazine publisher, is developing a system that will customise advertising for travellers, according to their route and demographic data.

The ads will be printed on Ryanair boarding cards and will target destination and departure points.

A Ryanair spokesperson said: “Passengers are required to reference their boarding cards on a number of occasions during a trip, providing repeat exposure for advertisers.”

The revenue from the ads will be used to keep Ryanair airfares low, the company added.

Ryanair makes around a fifth of its revenue from ancillary operations.

It is understood the ads will be more expensive than web based advertising.