- United Airlines unveiled Kinective Media by United Airlines, a media network that uses travel behavior data to create more personalized ads and content, per a press release.
- Norwegian Cruise Line, Macy’s, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resort and Dentsu are among the many brands and agencies already using the platform, which can have a proper industrial launch at Cannes Lions.
- United is billing the offerings, which allows marketers to succeed in consumers on its mobile app and inflight entertainment screens, because the airline industry’s first media network.
As rumored, United Airlines has gotten into the growing media network game, which has spread like wildfire from the retail industry to other sectors, including ride-hailing, financial services and hospitality. Marriott and Expedia are among the travel-oriented businesses which have began to leverage their troves of customer data to higher goal ads. As with other media networks, United is promising to assist marketers utilize insights drawn from its first-party data to drive personalized ad experiences across its owned channels.
“We’ve built a first-of-its-kind, real-time, adtech-enabled traveler media network where brands have already began connecting to premium audiences at an unmatched scale,” said Richard Nunn, CEO of United’s MileagePlus loyalty program, in a press release. “There has been an enormous strategic shift inside this high growth sector previously five years where advertisers and types have come together to find out how best to attach with consumers in a way that’s beneficial, effective and personalized.”
Kinective Media is concentrated on premium brands across key verticals including retail, luxury goods, financial services, automotive, media and travel. The platform gives brands the flexibility to focus on consumers across the marketing funnel, from consideration to conversion, and is already seeing “impressive results,” Nunn said without sharing specifics.
Media networks have grown because the ad industry deals with the lack of identifiers and prepares for the eventual sunsetting of third-party cookies. To address privacy concerns, Kinective Media provides advertisers with aggregated and anonymized audience segments without giving access to personally identifiable information of United customers. Plus, U.S. customers have the choice to opt-out at any time.
Kinective allows marketers to have interaction with consumers across United’s mobile app, which sees nearly 100 million sessions per 30 days, and its fleet’s nearly 100,000 seatback screens, which give the potential for 3.5 hours of attention per traveler based on average flight time. United has “a ton of opportunities to be contextually relevant,” Chief Advertising Officer Maggie Schmerin previously told Marketing Dive.
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