In 2013, over 3 billion passengers took to the skies. As airlines aim to make flying as simple as taking the train, could everything people would normally associate with air travel – endless queues, bad food, cramped, uncomfortable seats – be about to change for the better?

With the average UK commute lasting 38 minutes, communications that provide convenience, entertainment or a simple distraction can make the time spent travelling feel shorter. But what do people read, play or buy going from A to B? And how are brands engaging this captive audience?

Last-minute holidays account for around £26 billion annually, while one in three in the UK thinks they have a “spontaneous personality”. Can Flight Tonight, an app that offers the cheapest flights departing at nearby airports in just a few hours, cater to these risky travellers?

With millions using AdBlock and just 24% of users scrolling down on native ads, brands can struggle to reach online consumers. Yet 90% of EasyJet’s six million monthly passengers read its in-flight magazine Traveller. We speak to Ink Global’s Jonny Clark to discover what makes engaging branded content.