United Airlines has introduced a new media platform to deliver personalized ads on its seat-back screens and app. The platform- Kinective Media will enable brands to target travelers with highly relevant ads by utilizing customer data.
The platform has already partnered with Norwegian Cruise Line, Macy's, IHG Hotels & Resorts, TelevisaUnivision, and JPMorgan Chase, which offers co-branded credit cards with United.
Richard Nunn, CEO of United's MileagePlus loyalty program, highlighted the platform's potential, stating, "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 personalized and relevant."
The initiative is part of a broader trend among airlines to create new revenue streams and capitalize on their loyalty programs.
United's new advertising strategy also respects customer preferences and privacy. Travelers can opt out of these personalized ads anytime through a dedicated United web page. Advertisers will not have access to any personally identifiable information.
United expects a "potential for 3.5 hours of attention per traveler, based on average flight time". This launch comes as United is upgrading its narrow-body cabins with new in-flight entertainment systems. However, supply chain issues have delayed some of these upgrades.
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