United Airlines Unveils Kinective Media
Kinective Media is an advertising technology platform, which uses United's data to create anonymised audience segments that marketers can reach on the airline's mobile app, inflight entertainment screens and more.
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United Airlines announced the launch of Kinective Media by United Airlines, the first media network that uses insights from travel behaviours to connect customers to personalised, real-time advertising, content, experiences and offers from leading brands.
The new technology platform gives marketers the opportunity to scale their reach across a wide range of channels, including United’s mobile app and inflight entertainment screens. The airline expects its MileagePlus members will receive additional value through more personalised and real-time offers and experiences that drive even greater loyalty.
“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,” 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.”
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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 like Dentsu. The focus is on premium brand relationships across key verticals such as retail, luxury goods, financial services, automotive, media brands and travel.
Kinective Media plans a formal commercial launch at the Cannes Lions International Festival of Creativity.
Kinective Media aims to enhance the travel experience while growing the trust that travellers place in the United. Advertisers cannot access the personally identifiable information of United 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.
Kinective Media partners can scale their content through two of United’s most impactful media channels, among others: its award-winning mobile app and the growing number of inflight entertainment screens across the airline’s fleet, which are among the most addressable media assets in the industry.
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, personalised connecting gate information and digitised food and drink menus. The inflight content is available in more than 20 different languages.
