We all know commerce media is soaring – but, with an airline propelling the trend, now it’s really taking off.
Kinective Media by United Airlines aims to help brands reach consumers at key moments throughout their journey, from booking to destination.
In this video interview with Beet.TV, Elizabeth Donovan, SVP, global head of commerce & retail media networks at Acxiom IPG, explains how she is enabling the opportunity.
Engaging through travel journey
Launched a year ago, Kinective Media utilizes various platforms and channels including mobile apps, email communications, and in-flight entertainment to engage with customers, leveraging data and technology to tailor campaigns. This may involve in-flight media, digital content, or other innovative strategies that connect advertisers with a captive audience, maximizing the impact of their marketing initiatives.
For brands across diverse categories like beauty, CPG, and insurance, United’s platform offers opportunities to engage consumers throughout their travel experience.
“What we’re doing at Axiom IPG that’s really at the forefront of data and innovation, is making sure our partners, like the travel segment at United, have their data ready and the ability to use for marketing technology as well as offsite monetization solutions,” Donovan said.
Tapping into the travel journey
The U.S. retail media advertising market continues its rapid growth trajectory, with spending projected to reach over $62 billion by 2025, according to eMarketer forecasts.
United’s approach demonstrates how non-retail companies can build media networks by leveraging their customer relationships and touchpoints.
“When you’re thinking about that travel journey, you have that unique experience to reach the consumer where they are,” Donovan explained
“When you’re tying that media exposure, and basically, we know who you are through a privacy safe compliant way.”
The agency’s evolving role
Media agencies are adapting their approaches to support clients in navigating the increasingly complex commerce media landscape.
In September 2023, IPG Mediabrands merged its data unit, Kinesso, with media agency Reprise to create an integrated entity focused on connecting data, media, and technology capabilities. Then n 2024, IPG aligned Acxiom and Kinesso under one CEO.
“What we’re doing here is very unique at IPG, really seeing connected commerce and how my role then brings in that synergy of supporting these media networks through their journey,” Donovan noted.
