Behind the Numbers: What Traveler Media Can Do That Retail Media Can't with Konnective Media by United Airlines
Episode Release Date: April 25, 2025
Introduction
In this engaging episode of EMARKETER’s "Behind the Numbers," host Marcus welcomes two distinguished guests: Sarah Marzano, EMARKETER’s principal analyst specializing in retail and commerce media based in New York, and Richard Nunn, CEO of Konnective Media by United Airlines, based in Chicago. The conversation delves into the burgeoning field of traveler media, exploring its unique capabilities compared to traditional retail media.
Notable Quotes:
- Marcus (00:48): "Welcome to Behind the Numbers, a video podcast made possible by Connected Media by United Airlines."
- Sarah Marzano (01:04): "Hey, Marcus, thanks for having me."
- Richard Nunn (02:04): "I have the privilege of being the CEO to lead a pretty awesome team to change the world of what loyalty means through technology."
Fact of the Day: Most Visited Monuments Worldwide
Marcus kicks off the episode with an intriguing fact about the most visited monuments globally, sourced from Statista's 2018 data. The Forbidden City in Beijing tops the list with double the visitors of the second spot, the Palace of Versailles. Other notable mentions include the Lincoln Memorial, Taj Mahal, and Eiffel Tower.
Notable Quotes:
- Marcus (04:00): "Palace of Versailles. I'll leave number one for a second... the Forbidden City in Beijing."
- Sarah Marzano (06:07): "I learned. Thanks, Marcus."
Commerce Media Landscape: Travel vs. Retail
The discussion shifts to the exponential growth of commerce media, emphasizing the rapid expansion of travel media networks. In 2024, non-retail industries entering commerce media transitioned from niche players to a significant trend. Sarah highlights that travel media shouldn't be viewed as a competitor to retail media but rather as complementary sectors offering unique opportunities for advertisers.
Notable Quotes:
- Sarah Marzano (07:01): "Each cohort operating within commerce media can offer something that the other can. There's so much opportunity for complementary solutions."
- Marcus (08:30): "It's similar to social media... people use them quite differently."
Unique Advantages of Traveler Media
Richard elaborates on what distinguishes traveler media from retail media. United Airlines’ Konnective Media operates across the entire traveler journey—pre, during, and post-travel—leveraging a vast audience base of over 40 million MileagePlus members. Unlike retail media, which often focuses on performance attribution within Consumer Packaged Goods (CPG) categories, traveler media can engage users in diverse contexts and verticals beyond travel, such as luxury, automotive, and finance.
Notable Quotes:
- Richard Nunn (09:04): "We have 330 of them to go and visit... average dwell time in plane is over three and a half hours."
- Sarah Marzano (11:16): "You have so many moments to connect with your customers and understand what they're looking for depending on their travel phase."
Personalization and Audience Segmentation
The conversation delves into the sophisticated data-driven segmentation enabled by traveler media. Richard explains how United can differentiate between various traveler types—business vs. family travelers—using data points such as booking details, seat class, and loyalty program information. This segmentation allows for highly personalized advertising strategies that resonate with distinct audiences.
Notable Quotes:
- Richard Nunn (12:09): "We can target people on smart TVs and IP-enabled devices... business traveler vs. family travel mindset."
- Sarah Marzano (13:30): "We take something that can be a challenge in digital advertising... and flip it around into a strength."
The Role of Technology and Connectivity
A significant portion of the episode focuses on the impact of enhanced connectivity, particularly through initiatives like Starlink. Richard discusses how improved Wi-Fi on flights transforms the passenger experience, enabling real-time interactions, seamless content consumption, and efficient shopping or banking while airborne. This technological advancement not only elevates the traveler experience but also opens new avenues for advertising.
Notable Quotes:
- Richard Nunn (14:44): "Starlink will enable a whole bunch of stuff from streaming services to live sports... it opens up a real world of possibilities."
- Sarah Marzano (17:21): "I feel like there's not a single person listening... It's very exciting to think about this unlock in terms of consumers spending a lot of time."
Behavior Change and Enhanced Customer Experience
Sarah and Richard discuss the anticipated behavioral shifts as travelers adapt to new media capabilities. The ability to access robust internet services on flights encourages passengers to engage in activities such as shopping for groceries, booking ride shares, or planning vacations—all within the flight duration. Richard emphasizes the importance of creating seamless and intuitive user experiences to facilitate this transition.
Notable Quotes:
- Richard Nunn (19:31): "Ensuring that we've got awesome big screens will give you that amazing experience."
- Sarah Marzano (22:06): "Ordering your groceries... that's really appealing to me."
Future Directions and Innovations
Looking ahead, Richard outlines United Airlines’ strategic roadmap for traveler media. The focus will be on introducing new ad formats, fostering innovative partnerships, and expanding their loyalty program beyond travel. Initiatives like MileagePlus X are set to integrate loyalty points with everyday purchases, enhancing customer engagement and creating a more holistic brand experience.
Notable Quotes:
- Richard Nunn (23:32): "We've got a product roadmap of new ad formats and different ways of engaging with customers."
- Sarah Marzano (25:25): "It's nice that you're looking at it so holistically because that can really extend the offering throughout."
Conclusion
The episode concludes with heartfelt thanks to the guests and the production team, reinforcing the collaborative effort behind "Behind the Numbers." Listeners are encouraged to stay tuned for future episodes that continue to explore the evolving landscape of digital media and its impact on marketing, retail, and advertising.
Notable Quotes:
- Marcus (25:25): "Thanks to the whole editing crew... We will be back on Monday with another episode."
- Sarah Marzano (25:55): "Thank you for having me."
- Richard Nunn (25:57): "Thanks, Marcus. And Sarah, thank you."
Key Takeaways
- Traveler Media's Growth: Travel media networks are experiencing significant growth, expanding into diverse verticals beyond traditional retail.
- Comprehensive Engagement: Leveraging pre, during, and post-travel phases allows for multifaceted engagement with travelers.
- Advanced Personalization: Access to extensive traveler data enables highly targeted and personalized advertising.
- Technological Enhancements: Improved in-flight connectivity through technologies like Starlink opens new possibilities for content consumption and commerce.
- Behavioral Shifts: Enhanced connectivity encourages travelers to engage in a variety of activities, fostering new advertising opportunities.
- Future Innovations: United Airlines plans to expand its traveler media offerings with new ad formats, innovative partnerships, and an extended loyalty program.
This episode provides a comprehensive exploration of how traveler media, spearheaded by companies like Konnective Media by United Airlines, is uniquely positioned to offer advertising solutions that traditional retail media cannot. By tapping into the extended travel journey and leveraging advanced technology and data analytics, traveler media is redefining engagement strategies in the digital age.