United Airlines Introduces Kinective Media for Enhanced In-Flight Advertising
United Airlines has unveiled Kinective Media, a new media network designed to leverage travelers’ insights for real-time, personalized advertising. This innovative platform aims to enhance the value proposition for MileagePlus members by delivering targeted offers and experiences via the United app and in-flight entertainment (IFE) screens.
While the introduction of more advertisements might seem counterintuitive to providing additional value, United Airlines believes that the personalized nature of these ads will drive greater loyalty among MileagePlus members. By tailoring offers to individual preferences and behaviors, the airline expects to enhance the overall travel experience for its customers.
Kinective Media offers marketers the ability to scale their reach across multiple channels, including United’s mobile app and IFE screens. This platform is already collaborating with notable brands such as Norwegian Cruise Line, Macy's, Chase United Co-Brand Credit Cards, TelevisaUnivision, and IHG Hotels & Resorts.
Richard Nunn, CEO of MileagePlus, highlighted the uniqueness of Kinective Media, emphasizing its ability to connect brands with premium audiences at an unprecedented scale. He pointed out that the platform enables brands to engage with customers throughout the entire marketing funnel, from brand consideration to conversion, in a highly personalized and relevant manner.
Nunn also noted a significant strategic shift in the advertising sector over the past five years, with a focus on creating effective, valuable, and personalized advertisements. Despite these advancements, United Airlines assured customers that Kinective Media would not have access to personally identifiable information. Instead, it will use aggregated and anonymous audience segments, with customers having the option to opt out of targeted ads.
Advertisers will be able to utilize United’s most impactful media channels, including its app and IFE screens. The United app has been downloaded over 110 million times across Apple and Android devices and boasts nearly 100 million sessions per month. Additionally, the airline’s fleet features nearly 100,000 seatback IFE screens, offering advertisers approximately 3.5 hours of engagement per traveler based on average flight times.