Innovations in technology are constantly evolving in the marketing world, with many companies constantly adopting the changes and enhancements to reach new and existing customers. One of the upsides of new advertising technology are the advancements in geographic and demographic targeting methods used to help business attract more consumers and increase sales.
Advertising and PR is important to most industries, including the motor trade sector. Television, billboards, social media, and print advertising all play a valuable role when advertising new makes or models to motorists.
Now, new prevailing technology means advertisers have an opportunity to take their sales pitch to another level by delivering in-car advertising to drivers!
In-car advertising will soon be available in the market; however, not all companies that work within the motor trade industry agrees with this invention after learning exactly how it functions, messages targeting motorists whilst they are driving.
Advertisements allow consumers to decipher new products or services that may be of interest, the same principle applies with in-car display advertising. Vehicles will have high tech cameras fitted to them allowing drivers and passengers the opportunity to see roadside billboards directly on the vehicle digital infotainment screen.
This technology is starting to cause a stir with companies and different parts of the motoring industry, with some of the biggest manufacturers looking into products which can be adapted to work with this new medium.
Advertising can be a very good investment, and this is another potentially a huge market; but this innovation has as many flaws as it does advantages, these will all need addressing before its full implementation.
Some consider in-car advertising to be dangerous, especially if used in non-automated cars since it can distract the driver and cause accidents. The time required for a camera to capture a billboard image and deliver the message inside a vehicle will vary as drivers travel at different speeds, which could mean less time for imaging.
On the flip side, in the age of fully automated vehicles the camera can automatically identify a billboard and capture the message being advertised allowing the driver to remain safe regardless of the distraction.
Director of research at Thatcham, Matthew Avery, said that if the technology was used in a non-autonomous car, it could pose safety issues, he told Driving.co.uk, “We have a lot of concerns over the use of media on screens. I think anything in that situation, that encourages the driver to be distracted, is worrying.”
Mr Avery doesn’t have an issue with the new technology being installed on fully automated cars if a driver is not required to be in full control of the vehicle. He said, “In terms of an automated vehicle, I don’t see a problem with it. In fact, it’s almost what we’d expect.
There’s even talk about using the driver monitoring camera that’s looking at where you’re looking, to understand what you’re looking at, to see what’s interesting to you. There’s an awful lot of potential in this technology.”
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Companies looking at using in-car advertising as way of marketing will need to consider its aggressive approach, it stops drivers from concentrating and invades on privacy.
The rationale behind it is the constant advertising of a particular product that the driver may not need. In some cases, in-car requires you to focus on watching the advertisement for you to access other services; therefore, when you look aside, it pauses, hindering you from enjoying other entertainment.
This kind of infotainment is illegal as it interferes with the customer’s privacy.
This type of technology may well lead to an increase in the cost of vehicle insurance policy premiums, or maybe insurance brokers will see this as an opportunity to beam new insurance products on infotainment screens, targeting motorists in case they have an accident while watching the screen instead of concentrating on the road.