Commentary
Targeted In-Car Marketing Starts In The Back Seat
- by Chuck Martin , Staff Writer, November 23, 2016
Well before advertising enters the solo driverless car, it will spread to screens facing drivers in the back seats of cars.
And those cars are more likely to be ride-sharing vehicles, like Uber and Lyft.
When consumers are asked what comes to mind when they hear the term ‘shared mobility service,’ almost all (96%) select Uber, according to a new survey.
Uber is not alone in terms of recognition, with 75% of consumers mentioning Lyft, according to a survey by Reportlink.
Marketers may be more interested in rideshare advertising, since millennials are less likely (78%) to own a car compared to 91% of older generations.
Targeted marketing and advertising to back seat passengers already is underway, as I wrote about here recently (Targeted Advertising Moves To Screens In Back Seats Of Rideshare Cars).
Millennials also tuse ride-hailing services more frequently than other generations, with 13% saying they use such services as much as two to three times a week
Rather than worrying about the longer-term possibilities of reaching drivers in driverless cars, the in-car marketing opportunity already exists and is growing. In the back seat.
Chuck Martin is Editor of the AI & IoT Daily at MediaPost and writes the daily Connected Thinking column. He is a NY Times Business bestselling author and his latest book is “Digital Transformation 3.0” (The New Business-to-Consumer Connections of The Internet of Things.) He is CEO of Net Future Institute and a frequent keynote speaker internationally. Follow him on Twitter @chuckmartin and contact him at Chuck@MediaPost.com.
When will advertisers get the message: Please leave us alone! 24 Hour a Day advertising is not effective.
What gives it the appearance of "effective" is that somebody will spend the money to buy advertising here. But being able the sell the advertising doesn't mean it works and doesn't mean it's presence is acceptable.
And have we forgotten the decades that have been spent telling us the value of the airline seatback (here's my post about a Dramamine ad fail on an airline tray http://atomicdirect.com/blog/communication/ad-fail-dramamine-ads-cause-air-sickness/), the self-serve gas pump, the freaking escalator handrails at O'Hare, or any number of other places?
But self-control is not a typical attribute of ad agencies. So...we're off an running down a dark alley again.
+1 Doug.
What's proposed here is what we get already in those awful screens in the back seats of New York taxis. We'll hate it in our cars for the same reason we hate it in taxis.
For advertising to survive long term (and yes, survival is at issue here, regardless of how steeply prospects for money-making seem to hockey-stick toward the sky) it needs to respect the fact that it has earned, and continues to earn, the devout antipathy of "targets" that possess more power every day, because the Internet was designed to do that for them in the first place.
The Internet is not one of the one-way media advertising grew accustomed to with publishing and broadcasting. The Internet is everybody's habitat now, and people will find ways to create private spaces in that habitat, just as they did in Nature when it was still Eden. (We were naked and exposed there too.)
There are good reasons half a billion or more people already block ads, and/or the tracking that aims those ads. Disrespect those reasons at your peril.
Yes, Doug, but what doesn't work won'l likely see long-term funding, since it eventually comes down to ROI.
Well said, Doc, and could not agree more about those taxi TV screen "messages."
Has anyone been "Driven" to go buy a car after hearing the volume-over-the-top , annoying, screamming , #1 in the nation, car peddlers? I rest my case.
Hi Chuck,
Youre right about advertising being valuable, but the passenger experience needs to be protected. Although I wonder who your readers are that dislike advertising so much, but enjoy reading MediaPost, what is failed to be communicated is that the passenger entertainment experience should be empowered. Passengers need to be empowered by Vugo's Mobility Media platform to choose their own transportation entertainment experience. Then and only then will advertising not cause the vitriol that you find in the comments section, oh yeah... that and sponsered trips / free transportation. - Want to discover more about Vugo's Mobility Media platform. Reach out James@GoVugo.com
Not likely to be the main purchase driver, Mark.