teja balla United Airlines’ Kinective Media transforms passenger data into a dynamic commerce ecosystem, moving beyond traditional travel advertising to create new revenue streams.
United Airlines is pushing the boundaries of traditional airline marketing with the launch of Kinective Media, a new commerce-driven media network. The initiative, which leverages in-depth passenger data, aims to revolutionize how brands engage with travelers by turning loyalty programs and in-flight connectivity into a broader commerce ecosystem.
At the heart of this strategy is United’s MileagePlus loyalty program, which connects with 42 million members and holds over 110 million traveler profiles. As Khatidja Ajania, Global Director of Strategic Partnerships at United, explained, loyalty is the cornerstone of their approach. “The more we engage members with opportunities to earn and redeem points outside of just flights, the more they remain within our ecosystem—and the more valuable they are to brands.”
Unlike traditional retail media, which focuses on microtransactions, Kinective Media centers on creating meaningful brand connections with travelers. As Mike Petrella, Managing Director of Strategic Partnerships, puts it: “This is about brand affinity, loyalty, and creating something integral to the traveler experience.” By recognizing that travel is just one part of a passenger’s life, United plans to expand its partnerships into sectors like streaming, entertainment, and lifestyle.
The network is tapping into what United refers to as “horizontal data,” allowing for highly personalized offers. For instance, a business traveler might see luxury fashion ads, while a family heading to a theme park could be presented with discounted tickets. This approach allows Kinective Media to transcend the limits of air travel advertising, positioning United as a constant companion in the consumer’s daily life, not just at 30,000 feet.
