United Airlines is launching a media network called Kinective Media that will use customer demographic data to create more targeted ads and content for passengers. This initiative is part of the airline’s efforts to provide customers with a personalized experience based on their travel behaviors. The ads will be tailored to passengers’ interests and demographics, such as hometown, flight information, and age, in order to create more relevant advertising content. Kinective Media will not use sensitive information such as race, ethnicity, disability status, biometric data, or personal health information, and will not collect data from passengers under the age of 18.
The media network will showcase personalized ads from major travel, retail, media, automotive, and finance brands, allowing passengers to see relevant content during their flights. United CEO Scott Kirby emphasized the importance of creating interesting and relevant content to enhance the passenger experience while traveling. The airline is investing in customer experience technology and using AI to improve services, such as helping customers catch connecting flights after experiencing delays. United’s loyalty program, MileagePlus, will house Kinective Media, ensuring a seamless integration with the airline’s existing services.
United’s move into using customer demographic data for advertising aligns with the airline’s larger strategy of investing in technology to enhance customer experience. The carrier has been experimenting with AI and data analytics to improve operational efficiency and customer satisfaction. United is not planning to increase in-flight ads despite the launch of the media network, and passengers will have the opportunity to see personalized ads both in-flight and on the ground. By targeting ads based on customer demographics, United aims to provide a more engaging and personalized experience for passengers throughout their journey.
The introduction of Kinective Media comes at a time when the airline industry is facing increased scrutiny over how airlines handle passengers’ personal information. The Department of Transportation announced plans to review airlines’ data practices, although United stated that this inquiry did not impact the launch of personalized ads. United’s media network represents a proactive approach to leveraging customer data for targeted advertising while ensuring the protection of sensitive information. By partnering with leading brands across multiple industries, United aims to offer passengers a diverse range of relevant content and promotions during their travel experience.
The Skift Travel 200 (ST200) index tracks the financial performance of nearly 200 travel companies, including airlines, low-cost carriers, and related businesses within the industry. This index provides a comprehensive overview of the financial health of travel companies worldwide, offering insights into market trends and industry developments. United’s launch of Kinective Media aligns with the airline sector’s focus on leveraging technology and data to enhance customer engagement and drive business growth. As airlines continue to invest in customer experience technology and digital innovation, personalized advertising initiatives like Kinective Media are likely to become increasingly common within the industry, offering passengers a more tailored and engaging travel experience.
