United Unveils Airline Sector’s First Traveller Media Network
Adtech Platform Uses United’s Data
United Airlines has launched a pioneering initiative in the aviation industry with the introduction of Kinective Media. This marks the inception of the first-ever media network tailored to leverage insights from travel behaviours.
The innovative platform aims to connect customers with personalised advertising, content, and experiences seamlessly as offers from renowned brands.
United’s cutting-edge advertising technology utilises the airline’s vast reservoir of data to formulate anonymised audience segments, enabling marketers to engage with target demographics across various channels, including United’s acclaimed mobile application and in-flight entertainment screens.
Already forging partnerships with a multitude of global brands and agencies, such as Norwegian Cruise Line, Macy’s, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resorts, and Dentsu, United’s Kinective Media is poised to redefine the advertising landscape within the travel industry.
Kinective Media’s commercial debut is slated to take place at the prestigious Cannes Lions International Festival of Creativity, underscoring the magnitude of this groundbreaking venture.
‘Unmatched Scale’
Richard Nunn, CEO of MileagePlus, said: “We’ve built a first-of-its-kind, real-time, ad tech-enabled traveller media network where brands have already started connecting to premium audiences at an unmatched scale.
“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 highly personalised and relevant way, 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 valuable, effective and personalised way.”
With a commitment to enhancing the travel experience while fostering greater trust among travellers, United ensures that advertisers cannot access its customers’ personally identifiable information, safeguarding privacy while delivering tailored experiences.
Furthermore, leveraging the extensive reach of United’s mobile app and in-flight entertainment screens, Kinective Media partners can amplify their content, maximising engagement and visibility among travellers.
United Airlines’ pursuit of innovation extends beyond advertising, as evidenced by the continual evolution of its MileagePlus loyalty programme, which boasts 40 million active members and over 100 programme partners. This dedication to excellence has cemented United’s position as the foremost global carrier, with an unrivalled network spanning significant hubs across the United States.
In summary, United Airlines’ launch of Kinective Media heralds a new era of personalised advertising within the airline industry, poised to revolutionise how brands engage with travellers worldwide.
Featured image: United Airlines’ pursuit of innovation extends beyond advertising. Credit: United Airlines
