United Airlines introduces personalized displays on seatback screens

Currently running on United Airlines' Screens on the backs of the seats: personalized displays.

The airline announced on Friday that it had launched a media platform to point out travelers personalized promoting, including on rear seat screens and in its app, to higher leverage customer data.

United said its recent platform, Kinective Media, is already working with Norwegian Cruise Line, Macy's, IHG Hotels & ResortsTelevisaUnivision and JPMorgan Chasewhich offers quite a lot of co-branded bank cards with United.

The platform is the newest example of airlines attempting to tap into recent revenue streams and capitalize on their lucrative loyalty programs. Delta Airlines announced in early 2023 that it will offer free Wi-Fi to its customers in the event that 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 opportunity to reach engaged customers across the entire marketing funnel – from brand consideration to conversion – in a way that is highly personalized and relevant, and we're already seeing impressive results,” said Richard Nunn, CEO of United's MileagePlus loyalty program, in a press release.

United declined to offer any information on revenue projections for the initiative.

Customers can Opt out of displaying targeted promoting through a United website, and United says the advertisers shouldn’t have access to customers' personal information, the airline said.

“Based on average flight duration, there is potential for 3.5 hours of attention per traveler,” United said.

The airline is currently undergoing a significant upgrade of the cabins of its narrow-body aircraft, which will even include upgrading the in-flight entertainment system with recent screens and other features. However, supply chain issues have led to delays within the upgrade of some aircraft.

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