DEMO MODEL · 10 OCTOBER 2026

What sits behind your estimate.

These are estimated entry packages for exploration. They are not confirmed minimum orders, supplier offers, inventory or negotiated AIRvertize rates. Airline and airport names express planning preferences. Some formats may not exist for a selected partner. Availability must be checked before any proposal.

From zero to a first plan

The empty plan shows €0. Selecting a partner automatically selects its lowest estimated package, with its minimum investment and modelled contacts. Adding a partner adds another package. You can replace or remove any preselected asset in Assets. Changing partners or assets returns the target to the new minimum mix.

Price and volume

• For each asset we assume a small media package, an investment range, contact volume and minimum duration. Partner differences use explicit base and format-category factors, with individually scoped demo entry amounts. These differences are illustrative assumptions, not published partner tariffs. Selected published SWISS packages remain separate overrides.
• The minimum plan is the sum of selected packages. Additional contacts are allocated by priority within each placement’s model capacity. Digital volume scales proportionally; physical formats round up to whole packages. Removing a partner removes its contribution.
• The campaign uses the longest required minimum duration. Time-based placements increase cost and contacts proportionally for longer bookings; volume packages keep their starting quantity. Calendar months are approximated as 5 weeks for one month, 9 for two, 13 for three and 26 for six where a published minimum is used.
• Budget ranges express pricing uncertainty, not guaranteed savings or statistical confidence. EUR 100 rounding is upward. Creative, production, printing, installation, agency fees and VAT are additional. Bespoke pop-up and livery allowances are included but need a quote.

Contacts are not passenger totals

Generic capacity = annual passenger movements × weeks / 52 × assumed eligible advertising fraction. IFE also uses the partner’s assumed long-haul eligibility. The fraction combines placement coverage, ad exposure and inventory share; airport fractions already restrict the two-direction airport count to a relevant subset. It is a planning ceiling, not an audited inventory forecast.

The entry contact count is the smaller of the template quantity and half this capacity, rounded down to 1,000. Whole-package capacity is rounded down to complete packages. Published SWISS package quantities override this generic ceiling where applicable. Livery contacts are not inferred from onboard passenger volume.

Contacts can include repeat exposure and overlap between assets, airports and airlines. The planner does not claim deduplicated reach, guaranteed views, conversion rates or current available stock. Distribution counts for inserts are opportunities to see, not verified views. Historical traffic is a scale reference; it is not a 2026 forecast. Seasonality, specific routes and terminals need a supplier check.

CPM / TKP and measurement

CPM (German: TKP) = media investment / modelled contacts × 1,000. Digital impressions and physical opportunities to see are different measurement bases. Physical CPM is an effective cost per 1,000 OTS, not a verified digital view or unique person. A mixed total is not directly comparable with a Google or Meta CPM. Livery without a defensible audience count is excluded from blended CPM.

ROAS = attributable sales revenue / media spend. It is not calculated from passenger totals. A sales scenario needs client inputs, attribution, order value and conversion evidence. Full-cost profitability also needs production, fees, margin and incrementality. Neither high attention nor a positive travel mindset is guaranteed for every traveller.

Public media benchmarks

SWISS Media Guide 2026: data-based banners CHF 25 CPM for travel interest, CHF 30 for intent, CHF 35 for booking; First/Business targeting adds CHF 15. Other targeting dimensions can add CHF 5 each. The SWISS demo models CHF 30–50 × fixed EUR 1.05; this is a scenario, not a live FX quote.

Lufthansa Ambient Media 2026: Facebook / Instagram CPM EUR 45 base, with EUR 5 targeting supplements. Our Lufthansa audience-activation scenario uses EUR 45–60. The assumed 250,000-impression launch package (reduced by capacity where needed) and EUR 5,000 minimum floor are AIRvertize planning assumptions, not published supplier minimums. Other partners use these benchmarks with explicit scale factors; they are not their actual tariffs. Partner data can also be activated on platforms such as Google and Meta; our difference is the travel signals, inventory and physical context, not a claim that those platforms cannot reach travellers.

SWISS Media Guide 2025: banner targeting from CHF 25 CPM; IFE pre-roll CHF 40,000 for 800,000 views over two months; long-haul seat-pocket brochures CHF 14,900 / two million contacts over six months; Geneva lounge screens CHF 2,500 plus CHF 350 activation per month; refreshing tissues CHF 65,000 / 1.3 million units over three months. These inform selected SWISS rows. Fixed planning conversion: CHF 1 = EUR 1.05, not live FX. The assumed digital minimum, lounge contact count and upper price buffers are our estimates.

Schlemm Media aircraft advertising: one aircraft’s tray tables from €37,500 for three months; approximately 20,000 passengers per aircraft per month. This is a leisure-airline benchmark, not a Lufthansa offer. Our generic 18,000 contacts per four weeks and other physical-package quantities are conservative modelling assumptions.

APG|SGA airport DOOH special: CHF 35,000 for 26 weeks and 17.5 million impressions. This long-duration promotional package is not pro-rated into a short booking, and its discount is not claimed as an AIRvertize saving. Our selected-zone airport entry packages are separate assumptions.

Generic exposure and purchase assumptions

Every partner and asset

Entry packages below use four weeks or the asset’s longer minimum. The live planner recalculates the mix for your selected duration. Traffic figures are published historical facts; price factors, exposure fractions and unconfirmed entry packages are model assumptions.

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