May 21, 2026

HELI-D CEO Simon Powell on Turning the Sky Into Digital Media

16 minutes

In this episode of the AdTechGod Pod, Simon Powell, CEO of HELI-D, shares how his company is redefining out-of-home advertising with flying digital billboards attached to helicopters. From launching campaigns for MTV, Disney, Pepsi, Xbox, and VaynerX to creating immersive aerial activations that generate massive earned media, Simon breaks down the future of flying digital media and why emotional, high-impact advertising still matters.

The conversation explores the evolution of aerial advertising, the technology powering HELI-D's LED helicopter screens, QR code engagement at massive live events, and what comes next for digital out-of-home, including drones and integrated media experiences.

Takeaways

HELI-D evolved from traditional helicopter banners into fully digital flying LED billboards.

Simon Powell transitioned from investment banking into aviation and advertising entrepreneurship.

Early innovation included projection technology that turned helicopter banners into flying cinema screens.

HELI-D’s breakthrough campaign debuted at the MTV VMAs with Viacom in 2016.

Disney partnered with HELI-D for large-scale experiential aerial activations.

The company has executed campaigns for Pepsi, Star Trek, Catch-22, Xbox, and VaynerX.

COVID accelerated the development of HELI-D’s scalable LED screen technology.

The aerial ads create strong emotional reactions because of their size, movement, sound, and visibility.

HELI-D campaigns generate significant earned media through social sharing and inbound audience engagement.

QR code campaigns achieved massive interaction rates at live sporting events like the Melbourne Cup.

HELI-D partnered with Blue Bite for mobile retargeting and shadow fencing at Possible.

Xbox used Heli-D to create a flying live gaming experience with zero-latency gameplay.

Simon believes flying digital media will eventually include drones as lift and battery technology improves.

HELI-D sees itself as a premium “wow factor” integrated into broader DOOH campaigns rather than a standalone medium.

Chapters

00:00 – Introduction to HELI-D and the POSSIBLE event activation

00:46 – Simon Powell’s background in investment banking and aviation

01:34 – The origin of helicopter banner advertising

02:12 – Creating the first digital aerial projection system

03:26 – Pitching Viacom and launching at the MTV VMAs

04:18 – Disney partnership and major aerial campaigns

04:47 – Pepsi Super Bowl activations and entertainment stunts

05:01 – Star Trek, Catch-22, and large-scale aerial experiences

05:54 – COVID’s impact and developing HELI-D’s LED technology

06:51 – AdTechGod’s firsthand experience with the helicopter billboard

08:22 – Emotional impact and audience reactions to aerial advertising

09:06 – QR code engagement success at the Melbourne Cup

10:33 – Earned media and viral audience response

12:22 – Metrics, retargeting, and campaign measurement

13:16 – Xbox Ninja Gaiden activation and live gameplay in the sky

14:53 – The future of DOOH, drones, and flying digital media

16:39 – Cannes plans and future expansion for HELI-D

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By AdTechGod, The AdTech God

3232 ratings