United launches airline industry’s first media network

Kinective Media by United Airlines

United Airlines today announced the launch of Kinective Media by United Airlines – the first media network that uses insights from travel behaviours to connect customers to personalized, real-time advertising, content, experiences and offers from leading 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.

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

Richard Nunn, CEO of MileagePlus said: “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.

“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 personalized.”