Retail Media Expands Into Travel And Transport Sectors

The realm of retail media is extending beyond traditional grocery and retail sectors, as travel and transport companies venture into the advertising space. These companies are leveraging unique opportunities to target audiences in ways that conventional retail media networks may not.

In June, United Airlines launched Kinective Media, marking a significant milestone as the first proprietary media network in the airline industry. This new platform enables advertisers to place ads on seatback screens, United’s website, mobile app, and various out-of-home locations in airports. Additionally, United has partnered with the sell-side firm Magnite to deliver advertisements directly to passengers’ personal devices through the airline’s in-flight entertainment system. Initial brand collaborators include Norwegian Cruise Line, Macy’s, and TelevisaUnivision.

Travel, tourism, and transport companies, such as United, Marriott, Expedia, Uber, and Lyft, are increasingly establishing their own advertising networks. This trend reflects the broader boom in retail media seen over recent years. At the Cannes Lions Festival in June, an influential event in the advertising industry, United showcased Kinective Media alongside established retail media giants like Amazon, Target, Walmart, Kroger, Albertsons, and Instacart.