Passengers on a Boeing 737 Max-8 aircraft during a United Airlines flight departing Newark Liberty International Airport (EWR) in Newark, New Jersey, U.S., Wednesday, March 13, 2024.
Bing Guan | Bloomberg | fake images
Now playing united airlines'Seat back screens: personalized ads.
The airline said Friday it launched a media platform to offer travelers personalized ads on seatback screens and in its app, among other platforms, as it looks to leverage customer data.
United said its new platform, Kinective Media, is already working with Norwegian cruise line, Macy's, IHG Hotels and ResortsTelevisaUnivision and JPMorgan Chasewhich offers a host of co-branded credit cards with United.
The platform is the latest example of airlines trying to generate new lines of revenue and take advantage of their lucrative loyalty programs. Delta Airlines said in early 2023 that it would begin offering free Wi-Fi to customers if they were registered members of its SkyMiles frequent flyer program.
“Unlike some commercial media platforms, United offers brands across a wide range of industries the ability to reach engaged customers across the entire marketing funnel (from brand consideration to conversion) in an easy way. highly personalized and relevant way, and we are already seeing impressive results,” said Richard Nunn, CEO of United's MileagePlus loyalty program, in a press release.
United declined to provide projected sales for the initiative.
Customers can opt out of seeing targeted ads through a United web page, and United says advertisers cannot access customers' personally identifiable information, the airline said.
“There is the potential for 3.5 hours of service per traveler, based on average flight time,” United said.
The airline is in the midst of a massive upgrade to its narrowbody cabins, including its in-flight entertainment system with new screens and other features, although supply chain issues have delayed some of the plane renovations.
