Automakers are now integrating digital technology in cars and other vehicles and there are companies that are working for the advertisements to be integrated in the vehicles. These advertisements might be useful or annoying and will be known only when it releases.
Telenav Inc., a company that is working on in-car technology advertising software are in the process of building them. The advertisements could probably pop up during a red signal or while the car is at a halt. “Carmakers recognize they’re fighting a war over customer data,” said Roger Lanctot, who is a strategy analyst. “Your driving behavior, location, has monetary value, not unlike your search activity.”
The car makers ultimate aim is to build a database of consumer preferences. This can be then aggregated and sold out to vendors outside for marketing purpose. “If a robber got in the car and took off, would you want us to know where that robber went to catch him?” Jim Hackett asked this hypothetical question at the CES event in Las Vegas to the audience. “Are you willing to trade that?”
“The benefit there is hopefully an improved relationship, so we know you better, we understand you better and we’re able to deliver better services to you,” Don Butler, Ford’s executive director for connected vehicles and services, said in an interview.
The advertisements can be of any type- discounted car insurances, coupons of different restaurants and discounts at gas stations.
“That’s very future-looking and we’re obviously mapping those out, but they’re not happening today,” said Lisa Joy Rosner, Otonomo’s chief marketing officer. “The first go-to-market is around driver experience, driver efficiency, and convenience.”
If consumers are willing to take advantage of this kind of features especially purchasing while driving then they will have to give up their privacy as said by Mike Abelson, vice president of strategy at GM.