United Airlines launches airline media network
Kinective Media by United Airlines
United Airlines has announced the launch of Kinective Media by United Airlines, the first media network that uses insights from travel behaviours to connect passengers to personalized, real-time advertising and offers onboard.
The technology platform will enable marketers to scale their reach across a wide range of channels including United's mobile app and inflight entertainment screens.
The airline said in its June 7 press release that it expects MileagePlus® members to gain value through more personalized and real-time offers and experiences that drive greater brand loyalty.
Kinective Media is already working with brands including Norwegian Cruise Line, Macy's, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resorts and agency groups like Dentsu.
Kinective Media is planning a formal commercial launch at the Cannes Lions International Festival of Creativity.
"We've built a first-of-its-kind, real-time, adtech-enabled traveller 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 gives 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 way that's highly personalized and relevant, and we're already seeing impressive results. There has been a huge strategic shift within this high growth sector in the past five years where advertisers and brands have come together to determine how best to connect with consumers in a way that's valuable, effective and personalized."
With the Kinective Media platform, advertisers cannot access the personally identifiable information of United’s passengers. Kinective Media leverages the insights of U.S. passengers aged 18+ to create aggregated and anonymized audience segments that it offers to its advertisers. Passengers will have the opportunity to opt-out of the targeted advertising at any time.
