United Airlines has recently introduced a new advertising platform called Kinective Media that leverages the vast amount of customer data the airline possesses to deliver targeted advertisements to its customers. This innovative platform allows companies to promote their products and services through various channels, including the airline’s app, website, in-flight entertainment screens, United lounges, and airports.
Kinective Media provides anonymized customer demographic information to brands, including details like customers’ city of residence, flight information, and age group. However, the platform does not disclose sensitive information such as race, ethnic origin, disabilities, biometric data, or personal health information. Furthermore, United assures that Kinective does not share personally identifiable information with its clients.
United Airlines has already established partnerships with companies like Norwegian Cruise Line, IHG, Macy’s, Chase United Co-Brand Credit Cards, TelevisaUnivision, and advertising agency giant Dentsu. These collaborations aim to enhance the advertising experience for United passengers and provide them with personalized and relevant content during their travel journeys.
United Airlines highlights several advantages for advertisers using Kinective Media. The airline’s fleet consists of nearly 100,000 seatback screens, offering significant exposure to advertisements on each flight. Additionally, the United app records approximately 100 million user sessions per month, providing advertisers with a vast reach to engage with potential customers.
While the personalized advertising feature of Kinective Media is designed to enhance the travel experience for customers, United Airlines offers an opt-out option for travelers who are uncomfortable with targeted advertisements. The sharing of customer data by airlines has raised concerns about data privacy, prompting regulatory bodies like the Department of Transportation to review airlines’ practices concerning passenger information collection and usage.
United Airlines’ launch of Kinective Media represents a significant step towards leveraging customer data to deliver tailored advertising experiences for travelers. By partnering with leading brands and focusing on personalized and relevant content delivery, United aims to transform the advertising landscape within the aviation industry. As the platform continues to evolve, it will be interesting to observe how customers and advertisers engage with this new advertising medium and its impact on the overall travel experience.