Connected Cars: A New Generation of Targeted Ads.

In-car Wi-Fi

As more and more car manufacturers roll out vehicles with built-in Wi-Fi, it’s time for advertisers to take a closer look at all the opportunities this trend presents. “This year is a tipping point,” said Thilo Koslowski, a Gartner Inc. IT analyst who follows in-car technology. “There has been a lot of talk about apps in cars, but from 2014 forward, the revolution really happens.”

Will consumers want to shell out more money for yet another data plan? Time will tell, but with advanced navigation features, parking assistance, weather alerts, apps and more, it definitely sounds appealing. The secure, high-speed Wi-Fi hotspots may be the greatest draw, keeping kids occupied and car poolers connected to the office.

This opens the door to a wide array of advertising opportunities. While it’s certainly a natural fit for quick-service restaurants and gas stations, the expanding landscape opens the door to many categories. Tourism and entertainment brands could push special offers and coupons, or promote an upcoming event when drivers are in the vicinity. Additional layers of data, from vehicle type to preferred music genre and time spent in the car, could all provide more precise targeting opportunities.

Advertisers should stay tuned as connected car options expand, in-vehicle apps grow, and consumers adopt this emerging technology. In the meantime, here’s one example of the possibilities presented by this new trend.

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