APEX TECH 2026: Inside United’s Approach to In-Flight Engagement with Kinective Media
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United Airlines opened the second day of APEX TECH at Los Angeles International Airport with a keynote that reframed how in-flight entertainment and connectivity (IFEC) contribute to airline performance. Titled “United’s Kinective Media: Turning Passenger Satisfaction into Major Airline NPS and RASM Increases,“ the session featured APEX CEO Dr. Joe Leader in conversation with United Airlines Managing Director of Strategic Partnerships Mike Petrella. Petrella outlined how the airline is using connected media, first-party data, and next-generation connectivity to turn the seatback screen into a scalable engagement and revenue platform.
Screens as a Digital Gateway to Passenger Satisfaction
Petrella opened by framing United’s massive seatback IFE rollout as a strategic decision rooted in continuity. Passengers now live in a digital environment shaped by streaming, personalization, and intuitive interfaces, and United wants the in-flight experience to feel like a natural extension of that world.
“Connected media allows us to interact on a personalized basis. Not just brand awareness, but full-funnel engagement.”
“Our screens represent one of the most immersive opportunities we have to engage travelers,” he said. “It is a one-to-one interaction, not a broadcast.”
Rather than overwhelming passengers with content or commerce, United designs the experience to meet travelers where they are. The goal is for passengers to have familiarity and control. When a passenger turns on a screen, they can choose to relax, watch content, explore the map, or simply turn the screen off.
“We want surprise and delight, not shock and awe,” Petrella said. “People are in this vessel for three and a half hours. It should be the best possible experience.”
That philosophy shapes how United approaches personalization. The experience adapts to individual travelers without crossing the line into discomfort. “There is a fine line between personalization and being spooky,” Petrella said. “We are very conscious of that.”
Privacy and trust are at the center of every decision. Petrella emphasized that customer data protection is foundational, especially as United builds a connected media platform. “Privacy will never, ever be an afterthought,” he said.
“We want surprise and delight, not shock and awe.”
Data Shows the Moving Map is Still Very Relevant
United’s connected media strategy relies on signals generated through real passenger behavior, not assumptions. The airline already knows who is onboard through the manifest, but the value comes from understanding how travelers interact with the experience.
“What are people actually doing on the screen?” Petrella explained. “Are they watching a video all the way through? Are they interacting with the map? Are they scanning a QR code?”
The interactive map has emerged as one of United’s most heavily used features. Petrella described how it has evolved from a simple navigation tool into a discovery platform. Travelers can explore destinations, learn about locations they are flying over, and engage with contextual content tied to their journey. “It is not just ‘here is the state you are flying over,’” he said. “It is about inspiration.”
“It is not good for the advertiser or the traveler to show something irrelevant.”
United made headlines regarding its moving map last year when it integrated a ‘Control Tower’ mode. It has also integrated its former inflight magazine Hemisphere into the digital map experience, creating opportunities to highlight destinations, events, and experiences in a way that feels relevant. Passengers can see events linked to where they are flying over or heading to, or simply enjoy spotting a familiar hometown on the screen.
“These are the moments that make people smile,” Petrella said. “That is what creates resonance.”
United continuously measures engagement across content, advertising, and features. Performance is evaluated using real usage, completion rates, and downstream behavior. If something does not resonate with passengers, it is adjusted or removed. “It is a constant cycle of testing and learning,” Petrella said.
Connected Media Enables a New Commercial Model
Petrella drew on his background in digital advertising to explain why connected media represents a fundamental shift from traditional in-flight advertising. Legacy airline advertising relied on broad placement and limited targeting. On the other hand, connected media enables relevance. “Connected media allows us to interact on a personalized basis,” he said. “Not just brand awareness, but full-funnel engagement.”
Rather than showing the same message to every passenger, United can tailor content and offers based on travel context, behavior, and loyalty signals. A frequent business traveler might see different recommendations than a family on vacation, while a weekly flyer may not need to see a credit card offer they already hold.
“It is not good for the advertiser or the traveler to show something irrelevant,” Petrella said.
The airline supports multiple commercial models depending on partner goals. Some campaigns focus on broad brand presence, while others emphasize transactions, subscriptions, or bookings. What matters is alignment between intent, audience, and experience.
Petrella explained that advertising must feel additive, not disruptive, comparing the approach to a curated menu instead of overwhelming choices. “It should feel integrated into the journey,” he said. “You should not feel like you are being advertised to.”
United also tracks performance beyond the aircraft. Engagement onboard connects to behavior in lounges, apps, email responses, and post-flight actions. This closed-loop measurement helps the airline refine what works and eliminate what does not.
Building the Ecosystem Beyond the Aircraft
“Data is the horizontal layer that supports everything. Our card program, media business, partnerships, content, and loyalty all connect through it.”
Looking ahead, Petrella positioned connected media as part of a broader ecosystem that spans the entire traveler journey. He described eight key moments, from inspiration and planning to the onboard experience, destination, return home, and day-to-day loyalty engagement. “This is not just about flying from point A to point B,” he said. “It is about everything around it.”
United’s relaunch of its MileagePlus X app reflects that thinking. The platform connects commerce, loyalty, and media beyond the aircraft, allowing travelers to earn and use miles in daily life. While the app is still in beta testing, it signals how United plans to integrate data across channels.
“Data is the horizontal layer that supports everything,” Petrella said. “Our card program, media business, partnerships, content, and loyalty all connect through it.”
Petrella argued that building this capability internally with Kinective Media, rather than relying entirely on third parties, gives United control over experience quality and strategic direction. It also allows the airline to move faster as connectivity improves and new capabilities emerge.
Next-generation connectivity, including higher bandwidth systems, will amplify what United has already built. “Connectivity empowers what we are doing,” he said. “It creates more opportunities for personalization.”
Petrella closed by hinting that United’s connected media strategy is still in its early stages, with major updates coming later this year. While he stopped short of sharing details, he made clear that new capabilities are on the way as connectivity and personalization deepen across the fleet.
“There’s a couple of things coming out that I can’t share yet,” Petrella said. “But later this year, the next time you’re on a flight, you’re going to be incredibly excited about what you see.” Dr. Joe Leader built on that momentum, inviting Petrella to share those updates at FTE Global in September.
Read about the keynote addresses from Aeroméxico and Delta Air Lines at APEX TECH 2026. For further event coverage, including round-ups of the panel sessions, click here.