United Airlines Enters Media Network Universe
United Airlines has launched Kinective Media, its advertising business that uses insights from travel behaviors to serve customers personalized ads on its in-flight screens and mobile app.
The platform leverages “the insights of U.S. customers aged 18 and over to create aggregated and anonymized audience segments that it offers to Kinective Media advertisers,” according to a media release. It will also use first-party MileagePlus data to show more personalized, real-time offers and content to rewards members.
Kinective Media is already working with brands such as Norwegian Cruise Line, Macy's, Chase United co-brand credit cards, TelevisaUnivision, IHG Hotels & Resorts, as well as agency groups such as Dentsu. The focus is on “premium brand relationships” across key verticals such as retail, luxury goods, financial services, automotive, media brands and travel.
United noted that advertisers cannot access the “personally identifiable information” of its customers, who all have the option to opt-out of Kinective Media targeted advertising.
United’s Ad Inventory:
- The United Mobile App. United claims more than 110 million total downloads across iOS and Android devices. Ads can also appear in-flight while being used for entertainment, which doesn’t require Wi-Fi.
- Seatback Entertainment. United has nearly 100,000 seatback screens across its fleet, with plans to grow these numbers as the airline takes delivery of new airplanes and retrofits existing aircraft as part of its United Next plan.
- The United website (United.com).
- Airport touchpoints, including information screens and United Club locations.
United's seatback screen content — which is also available on customer's personal devices —includes free access to more than 2,800 movies and shows, as well as a new 3D moving map, personalized connecting gate information and digitized food and drink menus. The inflight content is available in more than 20 different languages.
The new United signature aircraft interiors include 16-inch HD touchscreens in each United Polaris business class seat, 13-inch screens in every first-class seat and 10-inch screens in every United Economy seat.
“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,” Richard Nunn, CEO of MileagePlus, said in the release. “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."
Kinective Media plans a formal commercial launch at the Cannes Lions International Festival of Creativity, June 17-21.
With this launch, United joins the increasingly crowded retail media field. In addition to retailers who are monetizing their first-party customer data through ad networks, other companies such as JPMorgan’s Chase Bank and fitness center franchiser and operator Planet Fitness have also joined the craze.
