Drivers of the world, you need a pizza.
You might not know that you need a pizza, but your internet-connected car may soon assume that you do, in fact, need a pizza. Yes, you could soon be seeing on-dashboard ads and coupons for your nearest pizza shop (unless you fork over money for an ad-free driving experience, that is).
Welcome to the future: get ready for car-delivered ads tailored to your whereabouts and your typical routes. Auto-tech firm Telenav announced on Thursday an “in-car advertising platform” for internet-connected cars.
What’s that, you say? You just want to tool around in your Lexus without seeing ads for Little Caesar’s Pizza? Petco kitty litter? IHOP pancakes?
Well, sure, ad-free driving is still an option, no worries. You’ll just have to pay more for connected-car services if you opt out of getting marketed at. Silicon Beat quoted a Telenav spokeswoman:
In return for accepting ads in vehicles, drivers benefit from access to connected services without subscription fees, as well as new driving experiences that come from the highly-targeted and relevant offers delivered based on information coming from the vehicle.
Telenav CEO H.P. Jin said in the company’s press release that it’s an “exciting” new opportunity for OEMs to “monetize connectivity to cover service costs” and to drive “healthy profits” while delivering “safely delivered, engaging and relevant offers.”
Safely delivered, as in, you won’t see the ads while the car is moving. That opens the possibility of perfecting the art of slowly rolling through stop signs if you don’t want the ads to catch up to you. Not that we recommend that scofflaw behavior, mind you.
Besides, who knows? The ads might come in handy.
On Telenav’s page for its “Thinknear” mobile-advertising products, it boasts of its access to data, showing where people are and what they do in the marketplace.
We’re talking about taking all the good stuff (the consumer behavior stuff, the location services stuff, the data crunching stuff) and mixing it all together so you have the power to give consumers ads they actually want. Even before they know they want it.
See? Pizza. You didn’t know you wanted it, but Telenav saw you were just about to pass a pizza joint, so there you have it. On the truly practical, more low-carb side, as Telenav points out, your car’s knowledge of where you are can come in handy when mixed with its knowledge that you’re about to run out of gas.
From its press release on what it’s dubbed the In-Car Advertising Platform software development kit (SDK):
Relevant ads such as coupons and recommendations are delivered to customers based on information from the vehicle, including frequently traveled routes, destinations, and time of the day. As an example, drivers can be encouraged to pick up a discounted pizza on the way home or be alerted to sales at stores near their destination. In addition, when the vehicle is low on gas, the platform points out nearby stations along the driver’s route, potentially with discount offers.
Telenav says that in order to ensure salivating drivers don’t wrap themselves around telephone poles, distracted as they might be by all this talk of pizza, ads will only appear when the vehicle is stopped, be it at car startup, traffic lights and upon arrival. Whenever the car is in motion, or whenever drivers interact with other in-dash functions such as music or phone calls, poof, the ads disappear.
A Telenav spokesperson told Silicon Beat that most of the ads would be static, with some animated ads thrown it, but they won’t contain audio.
The company wants to sell the SDK to major auto manufacturers. The Telenav spokeswoman told Silicon Beat that Toyota, Lexus, Ford, GM and Cadillac already use the company’s connected-car products.
Will you be able to get away from ads in autonomous cars, where the whole “let’s not distract the driver” thing goes right out the window? That’s highly unlikely, given that we’re talking about a captive audience that can be safely distracted.
Will you pony up the money to drive a car without ads? Or does the idea of getting a coupon for a nearby store inspire you to scream “EXTRA CHEESE, PLEASE!!!”???
25 comments on “Marketing ads, soon to be screening on your car dashboard”
“We’re talking about taking all the good stuff (the consumer behavior stuff, the location services stuff, the data crunching stuff) and mixing it all together so you have the power to give consumers ads they actually want. Even before they know they want it.”
one problem, no consumer wants any ads, ever…
The cars should be free if you’re going to be hammered with adds. (like gmail, facebook, streaming media and so on)
Thinking 10 years ahead – However, resale of advert-free cars is likely to climb, hurting new car sales in the process. After all, these days new cars cost so much you may be better off just buying a car you really like of any age, and having it fully rebuilt and moded. Motor/brakes/suspension upgrade conversion kits are widely available. I’m thinking 1959 SL with EV Warp 11 🙂
Mahhn, I like where you’re headed, but with billions in R&D protecting billions in ad revenue, I expect the ad-free model is either subscription based or non-transferable. They’ll not give up so easily.
in the same vein…
“[no] ads while the car is moving”
Dang. I saw the headline and was hoping to comment “until someone gets sued by someone who couldn’t be trusted to drive and not watch television.”
…but they’ve thought of that as well.
Since when were adverts ever engaging, or relevent?
Since when were adverts ever engaging
A couple years ago Amazon had Jeremy Clarkson introduce their delivery drones. I enjoyed his dry-yet-playful jab at American football. Far from Oscar material, yet engaging.
In my experience, 85-95% of the remaining answer is Super Bowl Sunday. If only I cared enough about (American) football to watch the game…
and marketing companies wonder why everyone despises them
This is stupid. I can’t wait for the lawsuits. I had an ad pop up on my dash so I looked at it and didn’t notice the stopped cars ahead of me. They better have audio only ads.
How about black electrical tape? It works for that pesky check engine light.
“The company wants to sell the SDK to major auto manufacturers”
Listen up major auto manufacturers, if you do this I will never buy a car from you.
Still won’t be safe. The car comes to stop, the driver is reading ads and doesn’t realize traffic signal is now green and gets hit from behind. The driver is stopped at a stop sign and is reading ads. Doesn’t proceed fast enough, causes road rage incident.
Sync the ad display to the nearby traffic light. It bombards you with ads until it senses the light is turning green.
For stop signs, the motion sensors on the car can tell when no one is coming and thus blank out so you can proceed in safety.
And we thought the seat belt was a safety device. Gives new meaning to the phrase “strapped in”.
Let’s see if there’s any correlation to what has happened elsewhere with embedded ads… Scenario: Content distributor sells ad to whoever, bad actor purchases ad space then uploads ad with malware, takes over automotive navigation/entertainment system, bridges from that to the vehicle’s data bus and suddenly you’re presented with a ransomware demand or your car won’t stop.
Such displays of adverts on a car dashboard this is visible to the driver are illegal in the UK and every effort must be made top stop them ever appearing. Of course, it only affects vehicles (not just cars) that have a computerised display system with a WiFi connection.
Tip: Don’t buy a vehicle with such a distracxting and dangerous display system.
“Your car will start in 30 seconds …” 😉
Your car will continue through the intersection after the ad… the guy behind you just exited the vehicle; be sure to lock your door.
I wonder how long it will be until someone figures out how to hack the OS displaying the ads so that they don’t have to pay up.
I already have Zagat on the navigation system of my non-Internet-connected 2008 Honda Odyssey EX-L. I never use it. I have the dash display set to clock or off. I have my Android phone clipped to a vent holder, the audio from it connected to the radio with a patch cord to the Aux audio-in jack, and the Kindle app, reading a story aloud in “Listening mode” which only shows a large black vcr-style play/pause button. The phone is set to auto-answer incoming calls and when it does so, it switches to Speakerphone mode and pauses the book audio. I answer the call, hands-free, without looking, and when the call ends, the phone resumes playing the book audio – all hands-free and no advertising. On cross-country trips, we have used the nav system to find the next hotel up ahead so we could call and get a reservation shortly before we arrived to pull over for the night. That was the only time we found it useful.
One day you’ll have to pay for your self driving car to not take you to the next McDonald’s.
All these great comments combined deserve a mini movie for kicks. Sophos? you’re productions are good enough for me, are you up to it 😛
Hahahahahahahaha, don’t tempt us :-)
Oh, you just did.
You wouldn’t possibly do that?
… one step closer to Idiocracy.
Get ready for me to smash whatever is showing me an ad while I’m driving. I always have a leatherman on me so I’ll hunt it down and kill it. LOL
In most states it’s illegal to have a TV visible to the driver, long before cell phones… I believe legislation will occur to prevent adds as it’s a distracting and public safety issue. Since they are tailored to you they all will be interesting to you personally and more of a distraction.
When we have heads up displays on vehicles (it’s cheaper…) will they be screening adds while you drive? The purpose of being a driver is to pay attention to driving not your electronics.
Now when we have autonomous vehicles, you can’t read a book as the adds will still be there, and you probably can’t change the audio level!