I think "certain branded queries" are the key words here; if that style of banner is displayed for more generic searches (simply 'Airlines', for example) I thin

I think "certain branded queries" are the key words here; if that style of banner is displayed for more generic searches (simply 'Airlines', for example) I think people would quickly become frustrated with the experience and move on. When searching for a particular airline, being confronted with a photograph of one of their aeroplanes isn't the end of the world.