United and Marriott Pitch Ad Strategies to Target Travelers on Plane and Hotel Screens
Photo Credit: A United ad on Marriott's mobile app. Marriott
Skift Take
Marriott and United are pitching companies to place ads on their hotel and airline ad networks, citing BCG research that travelers spend impulsively while traveling.
Marriott and United are making a joint case that advertisers are leaving money on the table by failing to target travelers during their trips.
Their central claim: People enter a heightened state of willingness to spend when they're on vacation.
Kinective Media by United Airlines is the carrier's ad platform that reaches travelers through its app, airport lounges, and in-flight entertainment screens. It argues it can deliver desirable audiences to advertisers and says a quarter of United's travelers have household income above $250,000 a year.
The platform has found early traction with tourism boards and business-to-business advertisers, according to Aaron Gallagher, managing director and head of sales at Kinective Media.
Content powered by Kinective Media by United Airlines on a seatback inflight entertainment system. Source: Skift.A campaign for the Cayman Islands tourism board drove more than 9,000 bookings on United, which the airlin
