United Airlines has launched ‘Kinective Media’, a media system that serves up advertising and content based on insights gleaned from individual passenger travel behaviours.

The new technology platform gives marketeers to increase their reach on channels including United’s  mobile app and inflight entertainment screens. In addition, the airline expects its MileagePlus members will receive added value through personalised and real-time offers that drive loyalty.

READ: United to introduce Wrexham AFC amenity kits

Advertisers cannot access the personally identifiable information of United customers – instead, Kinective Media leverages the insights of U.S. customers aged 18 and over to create aggregated and anonymised audience segments that it offers to  advertisers. All U.S. customers have the option to opt-out of Kinective Media targeted advertising at any time.

At launch, the Kinective Media team are 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 building brand relationships across sectors including 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: “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.”