Now featured on United Airlines’ seat-back screens: personalized advertisements.
On Friday, United Airlines announced the launch of Kinective Media, a new media platform designed to deliver personalized ads to travelers on seat-back screens, through its mobile app, and other channels. This initiative leverages customer data to enhance marketing strategies.
Kinective Media is already collaborating with notable partners such as Norwegian Cruise Line, Macy’s, IHG Hotels & Resorts, TelevisaUnivision, and JPMorgan Chase, the latter of which has co-branded credit cards with United.
This development is part of a broader trend among airlines to create new revenue streams and make the most of their valuable loyalty programs. For instance, Delta Air Lines recently introduced free Wi-Fi for members of its SkyMiles program as an added benefit.
Richard Nunn, CEO of United’s MileagePlus loyalty program, highlighted the unique value of the platform: “Unlike other commerce media platforms, United offers brands from diverse industries the chance to engage customers deeply across the entire marketing funnel, from initial brand consideration to final conversion, in a manner that’s both highly personalized and relevant.” He reported that the platform is already delivering impressive results.
United has not disclosed expected revenue figures from this initiative. However, they have assured that while customers can choose to opt out of targeted advertising through a specific United web page, advertisers will not have access to any personally identifiable information of the customers.
With an average flight time providing potentially 3.5 hours of passenger attention, United is also updating its narrow-body cabins and in-flight entertainment systems, including new screens, although some upgrades have been delayed due to supply chain issues.
