United Airlines has recently rolled out a new media platform called Kinective Media, which serves personalized advertisements to travelers on seat-back screens and in its app. This move comes as the airline looks to capitalize on customer data and provide targeted advertising opportunities for brands. The platform has already partnered with companies like Norwegian Cruise Line, Macy’s, IHG Hotels & Resorts, TelevisaUnivision, and JPMorgan Chase, the latter of which offers co-branded credit cards with United.
One of the key benefits of United’s Kinective Media platform is the ability for brands to reach engaged customers throughout the entire marketing funnel. This includes brand consideration to conversion, all in a highly personalized and relevant manner. According to Richard Nunn, CEO of United’s MileagePlus loyalty program, the results from this new initiative have been impressive. However, United has not disclosed any projected sales figures from this program.
Despite the personalized nature of the advertisements, customers have the option to opt out of seeing targeted ads through a United web page. Additionally, United has assured customers that advertisers do not have access to their personally identifiable information. This focus on customer privacy is essential in today’s data-driven marketing landscape.
United Airlines estimates that there is a potential for 3.5 hours of attention per traveler, based on the average flight time. This presents a significant opportunity for brands to engage with passengers in a captive environment. As airlines continue to upgrade their in-flight entertainment systems and cabin features, the potential for targeted advertising will only increase.
While United is in the process of upgrading its narrow-body cabins and in-flight entertainment systems, the airline has faced challenges due to supply chain issues. These delays have impacted some of the aircraft revamps, but United remains committed to enhancing the overall passenger experience. As the airline industry continues to evolve, personalized advertising opportunities will play a crucial role in driving revenue and customer engagement.
United Airlines’ introduction of personalized ads on seat-back screens represents a significant step towards maximizing revenue and leveraging customer data. By providing targeted advertising opportunities for brands and prioritizing customer privacy, United is positioning itself as a leader in the evolving airline industry. As the program continues to evolve and adapt to changing consumer preferences, United Airlines remains at the forefront of innovative marketing strategies in the travel sector.