United Airlines has introduced a new media platform called Kinective Media, designed to deliver personalized advertisements to travelers through seat-back screens and its mobile app. This initiative aims to leverage customer data to provide targeted ads, enhancing engagement and offering new revenue streams for the airline.
The platform has already partnered with notable brands such as Norwegian Cruise Line, Macy’s, IHG Hotels & Resorts, TelevisaUnivision, and JPMorgan Chase, which offers co-branded credit cards with United. This move is part of a broader trend among airlines to find innovative ways to generate additional revenue and capitalize on their loyalty programs. For instance, Delta Air Lines recently announced it would provide free Wi-Fi to customers registered with its SkyMiles frequent flyer program.
“United offers brands across various industries the opportunity to reach engaged customers throughout the entire marketing funnel,” said Richard Nunn, CEO of United’s MileagePlus loyalty program. “From brand consideration to conversion, this platform provides highly personalized and relevant advertising, and we are already seeing impressive results.”
United did not disclose projected sales figures from this new initiative. However, it did assure customers that they could opt out of seeing targeted ads via a dedicated web page. The airline also emphasized that advertisers would not have access to customers’ personally identifiable information.
The introduction of Kinective Media is expected to maximize the engagement potential during flights, with the airline noting that the average flight time provides about 3.5 hours of attention per traveler.
This development comes amid a significant upgrade of United’s narrow-body aircraft cabins, which includes new in-flight entertainment systems with enhanced screens and features. Although supply chain issues have delayed some of these upgrades, the airline continues to focus on improving the overall passenger experience through advanced technology and personalized services.
With this new platform, United Airlines aims to offer a more tailored and engaging in-flight experience, benefiting both passengers and advertisers by creating a unique and interactive advertising environment. This initiative underscores the airline’s commitment to innovation and customer satisfaction, leveraging its extensive customer data to deliver relevant and impactful advertising content.
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