AMENIA, N.Y. – Commerce media is extending beyond retailers that sell advertising as other kinds of businesses aim to help marketers grab the attention of consumers and to drive sales. United Airlines this year started Kinective Media with the goal of connecting its millions of customers with brands through what’s being called traveler media.
“What this is all about is personalization — personalization for all our customers,” Richard Nunn, chief executive of United Airlines MileagePlus, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Berkshires.
United’s personalized offering is based on its more than 110 million unique identifiers for travelers and 40 million people enrolled in its MileagePlus loyalty program. The airline’s deep trove of first-party can be unlocked in a privacy-safe way to give brands a way to reach their target audiences.
“Scale is good, but you’ve got to have quality,” Nunn said. “These are real people who fly in real planes — they have to check in.”
In addition to having authenticated consumers, United can reach customers across multiple touchpoints of a typical trip. At each stage – looking up available flights, booking, spending time in its airport lounges and flying in its planes – the airline can deliver a branded message.
“The opportunities are just so open because of that high engagement with our customer base,” Nunn said. “It’s pretty phenomenal.”
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