Traditionally, a lot of discussion around location tech as it relates to auto is for marketing and media applications for the dealerships and automakers themselves, where the goal is to sell more cars. That helps the OEM and the dealers, but it leaves an enormous opportunity on the table. We also need to be customer-centric, which means providing an experience that decommoditizes ownership and makes the journey itself a little more interesting. That’s how to keep the miles-traveled metric high, even when fewer cars are being sold.
Applying user data in this fashion requires adherence to a code of data privacy and ethics — starting with a clear and obvious value exchange to the end user (the driver). An owner of a vehicle should clearly understand the benefit in having location data collected. Location data can improve the driver’s experience in three ways.
As the industry continues to evolve, Geopath’s Kym Frank predicts that two-way communication between cars and advertisers will become even more commonplace and OOH strategies that involve connected vehicle data will be the norm among major brand advertisers.
“The car itself can communicate with digital displays to trigger optimal creative, and the billboard can communicate with the dash to trigger in-app ads,” Frank says. “We are at the very beginning of seeing what is possible and measuring those impacts.”
Automotive OEMs have bulk data plans with cellular carriers primarily for collecting vehicle diagnostic data (e.g. mileage, engine warnings, etc.). As a result, it is now possible to capture data from millions of vehicles. This presents an opportunity to capture exponentially larger audio data sample sizes, especially for AM/FM radio, which will fundamentally change audience measurement, ad attribution, and program insights. While data today is primarily audio listening, the introduction of autonomous vehicles will result in significant consumption of video that can be measured in a similar way to audio.
In order for consumer-facing companies and outside technology firms to take complete advantage of the data that’s being generated by automakers, the data coming from today’s connected vehicles needs to be aggregated and normalized.
Automotive data services platforms are stepping in with technology designed to take connected vehicles to the next level. By ingesting and cleansing data from connected cars, these platforms are helping minimize the development work that’s needed to launch a wide variety of third-party apps and services.
Here are six companies that are innovating in the space.
Why should local search specialists care about autonomous vehicles? The same way mobile, with its natural on-the-go use cases, has become the hub of “near me” searches that lead consumers into local businesses, cars will become the next mobile device, catalyzing the next wave of “near me” queries. Self-driving cars are not tangential to the future of local; they are central to it.
The real opportunity in VR and connected cars, going back to our primary focus on local commerce, could be to utilize that captive in-car media time with local discovery tools. Ad-supported experiences could be geo-targeted based on where you are or where you’re going. Destination-based discovery tools could be baked in.
As operator of three of the most recognized brands in the industry — Avis, Budget and Zipcar — Avis Budget Group represents a mobility ecosystem of more than 11,000 locations in approximately 180 countries. The company recently partnered with the connected-car data firm Otonomo to manage its connected cars on Otonomo’s automotive data services platform. Otonomo will help ABG derive insights from its large connected vehicle fleet, including anonymizing, standardizing, and delivering data from Toyota, Ford, Peugeot and GM vehicles.
The deal between ABG and Otonomo is expected to generate more than 4 billion road miles of data this year, and 7 billion road miles of data by 2020, with much of that data being used for predictive maintenance, smart city planning, and streamlining of the rental process.
The parking technology company FlashParking wants to reimagine the way parking lots are managed. But rather than pushing “smart” technology on individual operators, the company is taking a decidedly different approach to decreasing traffic congestion in cities.
Operating under the belief that most technology solutions to urban challenges are unnecessarily complicated, the team at FlashParking is working toward solutions that redirect energy away from smart-city technology. Instead, FlashParking is pushing a system that embraces so-called “dumb cities” — cities planned and built with durable approaches to infrastructure.
In the long run, this technology could pave the way toward an even more connected car. That means local advertising that could collect more data on user habits and lead drivers toward local businesses when they are on the go. As autonomous vehicles grow more common and sophisticated, the 3D displays could also be used for entertainment or other yet unseen purposes to enhance the auto experience of the future.
Last month, for example, we zeroed in on the theme of retail transformation.
This month, we extend that discussion with a focus on the connected car. As companies like Tesla continue to innovate the digital experiences in our cars, they’re becoming the ultimate “mobile device.” This will have implications for local media companies and brands that have a local presence.
Meanwhile, last week we closed the application period for the Innovator Awards. The next step is to work with our panel of judges to choose the winners. The awards will be a central part of Street Fight’s plan to continue being an authority on innovation and transformation in the location-based media and advertising worlds.
Why are connected cars important to Street Fight (and to you)? As we continue to evolve the definition of “local,” one key component of its market opportunity is offline brick-and-mortar shopping. After all, about 90% of all U.S. retail spending, to the tune of about $3.7 trillion, is completed offline in physical stores. That is usually in proximity to one’s home (thus, local).
Could an increasingly digital and connected car influence those purchases when consumers are out and about? This is one extension of the local search that consumers used to do at home but now do on their mobile devices while on the move. The car could become a third point of connection and influence.
Consumer demand for voice technology has never been greater, and industry heavyweights like Google and Amazon are gearing up for a platform war as they work to integrate voice assistants into virtually every area of the connected consumer’s life. But behind the scenes, many brand marketers are struggling to connect the dots and design campaigns around a technology they don’t fully understand.
While it may be the Alexa-powered toilet dominating water-cooler conversation this week, the real device to look out for is Amazon’s Echo Auto, an Alexa-powered, voice-activated product that will provide all the utility of Alexa, and connections to other voice-activated devices, from the dashboard of buyers’ cars. The device, which can be requested for just $25 and is available to a limited number of consumers now, has already been requested a whopping one million times—and counting.
Mike Boland: Given the attribution possibilities, its scale, recent delivery partnership with Starbucks, and existing Uber Eats infrastructure, Uber’s move into advertising looks pretty inevitable. Of course, it would have to gain internal competency as an ad company, so look for acquisitions or talent hires (or both) in 2019. And look for more rhetoric about the latest company to challenge the duopoly, this time in a very local way.
Firefly, a new digital ad company, hopes to provide Uber drivers with another way to make money as they drive. The startup has quietly assembled a fleet of close to 1,000 Uber drivers in San Francisco and Los Angeles who have been mounting ad displays to the top of their vehicles.