Marketers Are Turning Your Car Into a Branded Experience
USA– As reported in a recent article in Adweek, while autonomous cars won’t be in every garage anytime soon, today’s vehicles have never been more connected. That’s leading marketers, agencies and automakers to transform cars into the next media and marketing platform.
In December, GM debuted Marketplace, an in-dash platform that lets drivers reserve tables at restaurants like Applebee’s, order from coffee shops like Dunkin’ Donuts and find gas stations such as Shell. A few months earlier, Adobe’s new platform let marketers analyze users’ driving habits while targeting in-car audio ads powered by Sensei, its AI platform.
Ad industry trade groups are also working to better use data. The IAB’s Connected Car Working Group, a network of executives from the likes of AT&T, Nielsen, GroupM, The Weather Company and Cumulus Media, is looking at how technology can enable communication not just between the car and the manufacturer, but also through collecting data externally or sending it to third parties.