Delta Air Lines Is Building Out Its Own Media Network
Delta Air Lines confirms it is developing an in-house media network led by former Deloitte Digital manager Keri Paison, leveraging its Delta Sync platform data.
Stock photo for illustration only, not from the actual event
- Delta Air Lines officially confirms plans to build its own proprietary media network.
- Keri Paison, a former Deloitte Digital manager, has been hired to lead the initiative.
- The project utilizes audience data and engagement metrics from the Delta Sync platform.
- Delta follows competitor United Airlines, which launched Kinnective Media in 2024.
Delta Air Lines confirmed on Monday that the company is in the process of building its own media network, as personalization is anticipated to become a major revenue stream for carriers targeting more affluent travelers.
The initiative came to light following a LinkedIn post by Keri Paison, a former Deloitte Digital manager whom the airline hired to spearhead the new media network division.
A spokesperson for Delta stated that the airline is developing new media capabilities as an extension of its ongoing investments in customer experience, digital innovation, and business growth. The airline noted that it is currently hiring for multiple related roles and expects to share further updates as the project evolves.
Stock photo for illustration only, not from the actual event
The foundation of this media network relies heavily on Delta Sync, the proprietary platform providing complimentary in-flight Wi-Fi alongside personalized entertainment options on seatback screens and the official Delta mobile app. According to Chief Marketing Officer Ranjan Goswami during an investor conference in June, the platform's key operational metrics include:
Goswami further remarked during the conference that integrating third-party advertisers on top of these rich consumer data points creates a powerful and exciting business flywheel.
"Delta is building new media capabilities as part of its continued investment in customer experience, digital innovation and growth."
Delta Air Lines Spokesperson
The strategic move by Delta to establish an internal media network highlights a broader industry shift toward monetizing first-party consumer data. By capturing attention during long-haul flights through logged-in Wi-Fi and seatback entertainment systems, airlines can offer advertisers highly targeted access to affluent demographics. This mirrors the explosive growth of Retail Media Networks seen in the retail and e-commerce sectors over recent years. While United Airlines established an early foothold with the 2024 launch of Kinnective Media—projected by analysts like TD Cowen to generate hundreds of millions in incremental revenue—Delta's entry signals that in-flight advertising is becoming a vital ancillary revenue pillar for major global carriers.
Source: Skift
Found something wrong in this article? Report an issue with this article
Comments
Leave a Comment