United Airlines launches first consumer travel insights media network, Kinective Media

Delhi: United Airlines announced the launch of Kinective Media by United Airlines - the first media network that uses insights from travel behaviors to connect customers to personalised, real-time advertising, content, experiences and offers from 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. And the airline expects its MileagePlus members will receive additional value through more personalised and real-time offers and experiences that drive even greater loyalty.

Kinective Media is already working with brands such as Norwegian Cruise Line, Macy's, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels and 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.

"We've built a first-of-its-kind, real-time, adtech-enabled traveler 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 personalized 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."

Advertisers cannot access the personally identifiable information of United customers - instead, Kinective Media leverages the insights of U.S. customers aged 18 and over to create aggregated and anonymised audience segments that it offers to Kinective Media advertisers. All U.S. customers have the option to opt-out of Kinective Media targeted advertising at any time.