United Airlines has introduced Kinective Media, a technology platform designed to connect customers with personalized, real-time advertising, content, experiences, and offers based on their travel behaviors.
This new platform allows advertisers to expand their reach across various channels, including United’s mobile app and inflight entertainment screens. According to the company, MileagePlus members will benefit from more personalized and real-time offers and experiences, which could enhance loyalty to the airline.
Kinective Media is already collaborating with brands such as Norwegian Cruise Line, Macy’s, Chase United Co-Brand Credit Cards, TelevisaUnivision, and IHG Hotels & Resorts, as well as agency groups like Dentsu. The company states that the focus is on premium brand relationships in key sectors such as retail, luxury goods, financial services, automotive, media, and travel.
Kinective Media will have its formal commercial launch at the Cannes Lions International Festival of Creativity.
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“We have built a first-of-its-kind, real-time, adtech-enabled traveler media network where brands have already started connecting to premium audiences at an unmatched scale,” said Richard Nunn, CEO of MileagePlus. “Unlike some commerce media platforms, United offers brands across a wide range of industries the ability to reach engaged customers throughout the entire marketing funnel – from brand consideration to conversion – in a highly personalized and relevant way, and we are already seeing impressive results.”
Kinective Media aims to enhance the travel experience while increasing travelers’ trust in United. Advertisers cannot access personally identifiable information of United customers. Instead, Kinective Media uses data from U.S. customers aged 18 and over to create aggregated and anonymized audience segments offered to Kinective Media advertisers. All U.S. customers can opt-out of Kinective Media targeted advertising at any time.
Key channels used by Kinective Media include United’s mobile app and inflight entertainment screens. United mentions that its mobile app is the world’s most downloaded airline app, with over 110 million total downloads and nearly 100 million sessions per month. Additionally, United has nearly 100,000 seatback screens across its fleet, with plans to increase these numbers as new planes are delivered and existing aircraft are retrofitted as part of the United Next plan.
