United Airlines has launched what it claims to be the first media network that uses insights from travel behaviours to connect customers to personalised, real-time advertising, content, experiences, and offers from partner brands.
The new technology platform, named Kinective Media by United Airlines, gives marketers the opportunity to scale their reach across a wide range of United’s channels. The channels include United’s mobile app – the world’s most downloaded airline mobile app, which has been downloaded more than 110 million times across IOS & Android, and is used for nearly 100 million sessions per month. The other major channel is United’s inflight entertainment (IFE) screens (nearly 100,000 screens today, with more to come as part of the United Next plan). The airline estimates there is potential for 3.5 hours of screen time per traveller, based on average flight times. The airline expects its MileagePlus members will receive additional value through more personalised and real-time offers and experiences.
The platform has been developed with Kinective Media, a company that also works with brands such as Norwegian Cruise Line, Macy’s, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resorts, as well as agency groups like Dentsu. The focus is on premium brand relationships across key verticals such as retail, luxury goods, financial services, automotive, media brands, and travel.
“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 personalised 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 personalised.”
Kinective Media aims to enhance the travel experience while growing customer trust in the United brand. Advertisers cannot access the personally identifiable information of United’s customers – instead, Kinective Media leverages the insights of US customers aged 18 and over to create aggregated and anonymised audience segments that it offers to Kinective Media advertisers. All US customers have the option to opt-out of Kinective Media targeted advertising at any time.
