United Airlines has recently unveiled a new media platform called Kinective Media that serves personalized advertisements to travelers through various channels. This move aims to capitalize on customer data and partner with renowned brands to tap into additional revenue streams.
Collaboration with Major Brands
Through Kinective Media, United has teamed up with companies like Norwegian Cruise Line, Macy’s, IHG Hotels & Resorts, TelevisaUnivision, and JPMorgan Chase. The collaboration with JPMorgan Chase is particularly noteworthy as it offers co-branded credit cards with United, enhancing the customer loyalty experience.
The introduction of personalized ads is part of United’s broader strategy to generate revenue and leverage its loyalty programs. Airlines are increasingly looking for innovative ways to enhance customer engagement and create unique selling propositions. Delta Air Lines, for example, announced in early 2023 that it would provide free Wi-Fi to SkyMiles frequent flyer program members.
United’s CEO of MileagePlus loyalty program, Richard Nunn, highlighted the platform’s ability to engage customers throughout the marketing funnel in a personalized and relevant manner. Customers have the option to opt out of targeted ads, emphasizing the importance of data privacy. United ensures that advertisers do not have access to customers’ personally identifiable information, preserving user confidentiality.
United is concurrently upgrading its narrow-body cabins, including the in-flight entertainment system with new screens and features. Despite potential supply chain challenges, the airline is committed to providing a superior travel experience. The extensive upgrade aligns with the goal of maximizing customer attention during flights, as each traveler has an average of 3.5 hours to interact with the personalized ads.
United Airlines’ introduction of personalized ads through Kinective Media signifies a strategic shift towards enhancing customer engagement and revenue generation. By collaborating with prominent brands and prioritizing data privacy, the airline aims to create a seamless and personalized travel experience for passengers. As United continues its cabin upgrades and focuses on in-flight entertainment, the effectiveness of personalized ads in capturing traveler attention remains to be seen.